Services marketing : text and cases / Vinnie Jauhari, Kirti Dutta.

By:

Jauhari, Vinnie

Contributor(s):

Dutta, Kirti

Material type: Text

TextPublication details: New Delhi : Oxford University Press, 2017.Edition: 2nd edDescription: xx, 578 p. : ill. ; 24 cmISBN:

9780199456161

Subject(s):

DDC classification:

658.8

Contents:

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.

Summary: 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.

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Holdings
Item type	Current library	Call number	Copy number	Status	Barcode
Books	Central Library	658.8 JVS 2017 (Browse shelf(Opens below))	C. 1	Available	006624

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.

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.

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