TY  - BOOK
AU  - Jauhari, Vinnie 
AU  - Dutta, Kirti.
TI  - Services marketing:  text and cases / 
SN  - 9780199456161
U1  - 658.8 
PY  - 2017///
CY  - New Delhi : 
PB  - Oxford University Press
KW  -  Service industries
KW  - Marketing
KW  - India
KW  - Case studies
KW  - Service industries
N1  - Includes bibliographical references and index; 1. Introduction -- 
2. The service product -- 
3. Managing the services Brand --
4. Marketing research -- 
5. Understanding consumer behavior -- 
6. segmentation, Targeting, and Positioning for a service firm -- 
7.Customer perceptions of service -- 8. Customer Expectation --
 9. Pricing strategies for services -- 
10. strategies for promotion for services sector --
 11. managing distribution channels in services industry --
 12. Physical evidence --
13. Mangling people in services industry -- 
14.Managing services processes -- 
15. managing demand and supply -- 
16. Customer feedback and service recovery --
 17. Impact of technology on marketing of service -- 
18. Managing quality and excellence -- 
19. Ethics in service firms -- 
20. strategies foe business growth -- 
21. Emerging service sectors in India
N2  - Services Marketing 2e has been specially designed to meet the requirements of MBA students specializing in Marketing. It is a textbook that discusses the various aspects of services marketing in the Indian context using Indian examples and case studies
ER  -