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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.
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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.
Produktdetails
- Produktdetails
- Verlag: Oxford University Press, USA
- 2nd edition
- Seitenzahl: 604
- Erscheinungstermin: 5. Dezember 2017
- Englisch
- Abmessung: 239mm x 183mm x 25mm
- Gewicht: 816g
- ISBN-13: 9780199456161
- ISBN-10: 019945616X
- Artikelnr.: 49787909
- Verlag: Oxford University Press, USA
- 2nd edition
- Seitenzahl: 604
- Erscheinungstermin: 5. Dezember 2017
- Englisch
- Abmessung: 239mm x 183mm x 25mm
- Gewicht: 816g
- ISBN-13: 9780199456161
- ISBN-10: 019945616X
- Artikelnr.: 49787909
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.
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
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
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