Services Marketing

By K. Rama Mohana Rao
Publisher: Pearson India, 2011
ISBN: 9789332503724
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Features :

  1. New chapters: Seven new chapter added to ensure comprehensive coverage of concepts : Marketing Management : Core Concepts; Marketing Environment; Marketing Information System and Reasearch; Competition Analysis and strategies; Services Branding and Positioning; Srevice Failures and Recovery; International Services Marketing.
  2. Improved Pedagogy: Opening vignettes, caselets, margin notes and assignments added to each chapter to highlight real-problems and organizational strategies and to foster the analytical and problem-solving abilities of students.
  3. Cases: Five short cases appended at the and of the book to encourage students to explore the real-world problems that services organizations face.
  4. Enhanced Teaching and Learning Package: The books supplements include an online question bank for students, and PowerPoint lecture slides and instructors manual for instructors.
Front Cover
Title Page
Book Details
Copyright Page
Dedicated to
About the Author
Brief Contents
Contents
Preface
The Development of this Book
1. Introduction to Services Marketing
2. Marketing Management: Core Concepts
3. The Marketing Environment
4. The Services Sector in the Indian Economy
5. Consumer Behaviour in Services
6. Marketing Information System and Research
7. Services Strategy
8. Market Segmentation
9. Competition Analysis and Strategies
10. Service Demand Management
11. The Service Product
12. Service Branding and Positioning
13. Physical Evidence
14. Pricing
15. Distribution
16. Internal Marketing
17. External Marketing
18. Interactive Marketing
19. Service Quality Management
20. Service Failures and Recovery
21. Customer Relationship Management
22. International Marketing of Services
23. Consumer Protection in Services
24. Services Marketing in India
Cases
Index
Feedback Page
Back Cover
Ratings & Reviews
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