Services Marketing

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Textbook:
Pages : 536; Paperback;
210 X 275 mm approx.

Workbook:
Pages : 283; Paperback;
210 X 275 mm approx.

Suggested Case Studies

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Textbook Price: Rs. 900;
Workbook Price: Rs. 700;
Shipping & Handling Charges: Rs. 200 per book;
Books Available only in INDIA

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Detail Table of Contents

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Services Marketing : Overview

Today, the service sector contributes more than 50 percent to India's GDP. This is a far cry from the situation a few decades back, when India was basically an agricultural economy. This shift from manufacturing and agriculture to services is being witnessed in countries all over the world. With the increasing prominence of services in the global economy, Services Marketing has become a subject that needs to be studied separately. Marketing services is different from marketing goods because of the unique characteristics of services, namely intangibility, heterogeneity, perishability and inseparability.

These characteristics also require the marketing mix of services to be extended, to include Process, People and Physical evidence, in addition to the four traditional Ps of Product, Price, Place and Promotion. Services marketing is a people-dependent activity, owing to the fact that there is often no tangible product that is delivered to customers.

The importance of concepts like relationship marketing cannot therefore be ignored in marketing services.

These also help in branding the service. Services Marketing discusses the unique features of services and their significance to marketing, and examines each of the seven elements of the marketing mix. The book also contains chapters on different service industries in India like Information Technology and Retailing, which have been experiencing tremendous growth in the recent years.

"Marketing is not an event, but a process... It has a beginning, a middle, but never an end, for it is a process. You improve it, perfect it, change it, even pause it. But you never stop it completely."

- Jay Conrad Levinson.

1] Understanding Services
2] The Nature of Services Marketing
3] Consumer Behavior
4] Customer Expectations and Perceptions
5] Listening to Customers
6] Market Segmentation and Targeting
7] Positioning and Differentiation of Services
8] Managing Demand and Capacity
9] The Marketing Mix Elements
10] Product : Packaging the Service
11] Pricing Services
12] Promotion and Communication of Services
13] Place in Services
14] People in Services
15] Process in Services
16] Physical Evidence
17] Relationship Marketing
18] Internal Marketing
19] Supplementary Services
20] Developing and Managing the Customer-Service Function
21] Marketing Planning for Services
22] Service Quality
23] Globalization of Services
24] Tourism & Travel Services Marketing
25] Marketing of Financial Services
26] Communication and Information Services Marketing
27] Media Services Marketing
28] Professional Services Marketing
29] Marketing of Education Services
30] Charities Marketing