Services Marketing : Text and Cases, 2 Edition

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By Harsh V. Varma

Publisher: Pearson India

ISBN: 9789332504905

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Important Features:

Class Interactive, a newly added feature to stimulate classroom discussion.
Restructured content and newly added topics to facilitate ease in understanding the subject.
Additional end-of-chapter mini-cases based on contemporary topics like service product, pricing and process people, to name a few.
Two new book-end cases on current market scenarios.
Focus on operational issues like service quality and management of demand and supply.
End-of-chapter review questions and practical exercises to help readers understand concepts better.

Front Cover

Book Details

Dedicated To

Contents

Preface to First Edition

Preface

1. Field of Services: The Service Economy

2. Nature of Services

3. Service Product and Pricing

4. Service Promotion and Distribution

5. Processes in Services

6. People in Services

7. Physical Evidence

8. The Service System

9. Service Customer Behaviour

10. Service Vision and Strategy

11. Market Analysis

12. Sustainable Differentiation

13. Service Quality

14. Branding Services

15. Demand and Supply Management

16. Service Recovery and Empowerment

17. Customer Relationships

Cases

Index

Back Cover

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