Services Marketing : Text and Cases, 2 Edition

By Harsh V. Varma
Publisher: Pearson India
ISBN: 9789332504905
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Important Features:
  1. Class Interactive, a newly added feature to stimulate classroom discussion.
  2. Restructured content and newly added topics to facilitate ease in understanding the subject.
  3. Additional end-of-chapter mini-cases based on contemporary topics like service product, pricing and process people, to name a few.
  4. Two new book-end cases on current market scenarios.
  5. Focus on operational issues like service quality and management of demand and supply.
  6. End-of-chapter review questions and practical exercises to help readers understand concepts better.
Front Cover
Book Details
Copyright Page
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
Ratings & Reviews
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