Services Marketing 2e has been specially designed to meet the requirements of MBA students specializing in Marketing. It is a textbook that discusses the various aspects of services marketing in the Indian context using Indian examples and case studies.
Services Marketing 2e has been specially designed to meet the requirements of MBA students specializing in Marketing. It is a textbook that discusses the various aspects of services marketing in the Indian context using Indian examples and case studies.
Vinnie Jauhari Director, Education Advocacy, Microsoft Corporation India Pvt. Ltd, Gurgaon. Prior to this she was Director, Institute for International Management and Technology (IIMT), Gurgaon. Dr Jauhari has over 14 years of academic experience and was earlier Region Lead of HP Labs Open Innovation Office for India. She specializes in the areas of services, technology management, and strategy. She has authored over 150 papers that have been published in leading national and international journals. Kirti Dutta is Dean and Professor (Marketing), G.L. Bajaj Institute of Management and Research, Greater Noida. Prior to this she was Associate Professor (Marketing) at Bhartiya Vidya Bhavan's Usha & Lakshmi Mittal Institute of Management, New Delhi. She had earlier worked at IIMT Gurgaon. She has over 11 years of industry experience and over six years of academic experience. Dr Dutta is on the review panel of three international journals.
Inhaltsangabe
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
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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