Services Marketing
Price: 795.00 INR
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ISBN:
9780195667585
Publication date:
20/02/2004
Paperback
440 pages
241.0x186.0mm
Price: 795.00 INR
We sell our titles through other companies
Disclaimer :You will be redirected to a third party website.The sole responsibility of supplies, condition of the product, availability of stock, date of delivery, mode of payment will be as promised by the said third party only. Prices and specifications may vary from the OUP India site.
ISBN:
9780195667585
Publication date:
20/02/2004
Paperback
440 pages
241.0x186.0mm
Suitable for: This is a comprehensive textbook designed to meet the requirements of MBA students in Indian business schools.
Rights: World Rights
Description
This is a comprehensive textbook designed to meet the requirements of MBA students in Indian business schools. It deals with the marketing of services as a separate discipline as distinct from conventional business marketing. It presents its core concepts, and elucidates them through managerial applications.
The book provides in-depth coverage of themes unique to the understanding of the subject. Among important topics discussed are: the elements of the marketing mix (people and the physical evidence of a service), the gap between expected and perceived service, customers role in service delivery, special pricing methods for services, strategies in managing marketing efforts, services marketing mix, approaches to services pricing, services delivery and measuring of service quality, market research for services, and the impact of service tax on marketing. It pays special attention to issues and challenges faced by Indian companies in the areas of expanded services marketing mix, the central role of perception, qualitative understanding of consumer behaviour and its applications in services marketing, and maintenance of service quality.
Readers will find this book extremely useful for its numerous illustrative examples, as well as the applications of theoretical concepts explained through several caselets, illustrations, and flowcharts.
Table of contents
Chapter 1.Services: Characteristics and Categories.
Chapter 2.Trends in Services Marketing.
Chapter 3.Consumer Behaviour.
Chapter 4.Marketing Mix Elements for Services.
Chapter 5.Product, Promotion, and Distribution.
Chapter 6.Role of People in Services Marketing Mix.
Chapter 7.Physical Evidence of a Service.
Chapter 8.Service Quality, Measurement, and Control
Chapter 9.Demand and Supply Management>
Chapter 10.Marketing Research in Services Marketing
Chapter 11.Management of the Services Marketing Effort
Chapter 12.Service Tax Provisions
Features
- Contains end-chapter questions focusing oncritical-thinking elements and interestinggroup discussions and field projects.
- Expounds the challenges in servicesmarketing from an Indian perspective.
- Includes classroom-tested cases.
- Appendices contain provisions of the Finance Act, 1994,formats of service taxreturns, and books of account to be maintained by service tax assesses.
Description
This is a comprehensive textbook designed to meet the requirements of MBA students in Indian business schools. It deals with the marketing of services as a separate discipline as distinct from conventional business marketing. It presents its core concepts, and elucidates them through managerial applications.
The book provides in-depth coverage of themes unique to the understanding of the subject. Among important topics discussed are: the elements of the marketing mix (people and the physical evidence of a service), the gap between expected and perceived service, customers role in service delivery, special pricing methods for services, strategies in managing marketing efforts, services marketing mix, approaches to services pricing, services delivery and measuring of service quality, market research for services, and the impact of service tax on marketing. It pays special attention to issues and challenges faced by Indian companies in the areas of expanded services marketing mix, the central role of perception, qualitative understanding of consumer behaviour and its applications in services marketing, and maintenance of service quality.
Readers will find this book extremely useful for its numerous illustrative examples, as well as the applications of theoretical concepts explained through several caselets, illustrations, and flowcharts.
Read MoreTable of contents
Chapter 1.Services: Characteristics and Categories.
Chapter 2.Trends in Services Marketing.
Chapter 3.Consumer Behaviour.
Chapter 4.Marketing Mix Elements for Services.
Chapter 5.Product, Promotion, and Distribution.
Chapter 6.Role of People in Services Marketing Mix.
Chapter 7.Physical Evidence of a Service.
Chapter 8.Service Quality, Measurement, and Control
Chapter 9.Demand and Supply Management>
Chapter 10.Marketing Research in Services Marketing
Chapter 11.Management of the Services Marketing Effort
Chapter 12.Service Tax Provisions
