Service Marketing Book by C. Bhattacharya - Bookswagon
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Service Marketing

Service Marketing


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About the Book

While most books on marketing and services are readable, very few take the student\'s viewpoint and set out to answer the question ?Is it understandable?? in the affirmative. This book and its pedagogy has been designed precisely with this in mind: v Design: The book has a consistency of design that is innovative, with aesthetic appeals. v Opening and Closing Cases: Every chapter begins and ends with a case. The cases introduce the primary theme and issues discussed in the chapter and closes with analytical tasks for the students. v Objectives: Every chapter has clear learning expectations. v End-of-chapter Questions: The questions are many and have been designed carefully to enhance learning for the students. v Illustrations: The book is generous with pleasing and informative charts, tables and diagrams. v Glossary: The Appendix at the end of the book contains a glossary of services and marketing terminologies. v Marketing models: In addition to the text, the appendix also contains major marketing models mentioned in the text, which are frequently used by the marketers. v How to do cases: The Appendix also contains an useful section for all students a template for case discussion and analysis. There are four parts in the book. Part I takes an overview look at the major differences between services and goods and their characteristics, classifications and different models. Part II examines in-depth the marketing of services. It looks sweepingly and with depth at marketing planning and strategy, service buying behaviour, knowledge management and marketing research in services, and the seven marketing mix variables for services. Part III is about the assessment of service delivery and customer relationship management. Part IV deals exclusively with comprehensive service cases. The book lucidly explains the basic concepts of services and marketing and fills a long-standing need of the students for a book on both services and marketing.


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Product Details
  • ISBN-13: 9788174464774
  • Publisher: Excel Books
  • No of Pages: 698
  • ISBN-10: 8174464778
  • Binding: Paperback
  • Returnable: Y


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