Services Marketing

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This book not only deals with the intangibility, perishability, and inseparability of the services, but also delineate and discuss the other important features such as the quality aspects of services marketing, gap theory of services marketing, demand and capacity alignment of services marketing, services pricing, and services promotion with the major emphasis on the management of the human aspects of services marketing. The operational aspects of services have been explained with the help of case studies at the end of each chapter. The value adding features, such as, application exercises, key to application exercises and activities will make the book very interactive and useful to students, professors and service practitioners. Key Feature Blend of theory and application with a VERY strong sectoral approach Current and up-to-date treatment of international and Indian scenario till 2009 Provides a close connection between concepts covered in the text and the case materials which are author driven. Discusses elements of marketing mix with special references to marketing of services in Indian and global context Rich Pedagogy Table of Contents Preface Acknowledgements Part 1 Concepts Chapter 1 Nature and Field of Services Chapter 2 Service Marketing Concept Chapter 3 Global Perspective of Services Marketing Chapter 4 Managing Services Marketing Mix Chapter 5 Managerial Aspects of Service Sector??People, Process, and Physical Evidence Chapter 6 Managing Human Element for Services Marketing Chapter 7 Managing Quality Aspects of Services Marketing Chapter 8 Services Consumer and Buying Behaviour Chapter 9 Services Pricing Strategy Chapter 10 Services Distribution Strategy and Delivery Channels Chapter 11 Services Promotion Strategy Chapter 12 Services Demand and Capacity Alignment Chapter 13 Customer Relationship Management Chapter 14 Differential Strategy of Services Marketing Part 2 Practices Chapter 15 Marketing Banking Services Chapter 16 Marketing Insurance Services Chapter 17 Marketing Retail Services Chapter 18 Marketing of Telecom Services Chapter 19 Marketing Travel and Transport Services Chapter 20 Marketing Tourism and Hospitality Services Chapter 21 Marketing Hospital and Healthcare Services Chapter 22 Marketing Information Technology and Other IT Enabled Emerging Services Chapter 23 Media Services Marketing Chapter 24 Education Services Marketing Chapter 25 NGOs and Other Social Services Marketing Chapter 26 Marketing BPO Services