Services Marketing
By K. Rama Mohana Rao
Publisher:
Pearson India, 2011
ISBN: 9789332503724
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Features :
- 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.
- 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.
- Cases: Five short cases appended at the and of the book to encourage students to explore the real-world problems that services organizations face.
- Enhanced Teaching and Learning Package: The books supplements include an online question bank for students, and PowerPoint lecture slides and instructors manual for instructors.
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Services Marketing
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