Services Marketing
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Services Marketing: Text and Cases

Services Marketing: Text and Cases

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About the Book

The second edition of Services Marketing has been revised to reflect the changes in the business environment and the industry since the first edition was published in 2009. It has been updated with new sections, cases, exhibits as well as two new chapters on Managing the Services Brand and Managing Demand and Supply. The text includes classroom case studies as well as chapter-end concept review questions, critical thinking exercises, and project exercises.

Table of Contents:
1. Introduction to Service Industry 2. The Service Product 3. Managing the Services Brand 4. Marketing Research in Service Industry 5. Understanding Consumer Behaviour 6. Segmentation, Targeting, and Positioning for a Services Firm 7. Customer Perceptions of Service 8. Customer Expectations 9. Pricing Strategies for Services 10. Strategies for Promotion for Services Sector 11. Managing Distribution Channels in Service Industry 12. Physical Evidence 13. Managing People in Service Industry - The employees 14. Managing People in Service Industry - The customers 15. Managing Service Operations and Processes 16. Managing Demand and Supply 17. Customer Feedback and Service Recovery 18. Impact of Technology on Marketing of Services 19. Managing Service Quality and Excellence 20. Ethics in Service Firms 21. Strategies for Business Growth 22. Emerging Service Sectors in India


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Product Details
  • ISBN-13: 9780199456161
  • Publisher: OUP India
  • Publisher Imprint: OUP India
  • Edition: Revised edition
  • Language: English
  • Returnable: Y
  • Sub Title: Text and Cases
  • Width: 195 mm
  • ISBN-10: 019945616X
  • Publisher Date: 05 Oct 2017
  • Binding: Paperback
  • Height: 246 mm
  • No of Pages: 604
  • Spine Width: 26 mm
  • Weight: 830 gr


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