000			01897nam a22002657a 4500
005			20220111161534.0
008			220111b ||||| |||| 00| 0 eng d
020			_a9780199456161
040			_aUAQUL _cUAQUL _beng
082			_a658.8
100			_aJauhari, Vinnie
245			_aServices marketing : _b text and cases / _cVinnie Jauhari, Kirti Dutta.
250			_a2nd ed.
260			_aNew Delhi : _bOxford University Press, _c2017.
300			_axx, 578 p. : _b ill. ; _c24 cm
504			_aIncludes bibliographical references and index.
505			_a1. 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.
520			_aServices 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.
650			_a Service industries _xMarketing _zIndia
650			_aMarketing _vCase studies
650			_aService industries _vCase studies _xMarketing _zIndia
700			_aDutta, Kirti.
942			_2ddc _cBK
999			_c7782 _d7782