Services marketing : text and cases / Vinnie Jauhari, Kirti Dutta.
Material type:
TextLanguage: English Publisher: New Delhi : Oxford University Press, 2017Edition: 2nd edDescription: xx, 578 p. : illustrationen ; 25 cmISBN: 9780199456161Subject(s): Service industries -- India -- MarketingDDC classification: 658.8
Contents:
1. Introduction to Service Industry2. The Service Product3. Managing the Services Brand4. Marketing Research in Service Industry5. Understanding Consumer Behaviour6. Segmentation, Targeting, and Positioning for a Services Firm7. Customer Perceptions of Service8. Customer Expectations9. Pricing Strategies for Services10. Strategies for Promotion for Services Sector11. Managing Distribution Channels in Service Industry12. Physical Evidence13. Managing People in Service Industry - The employees14. Managing People in Service Industry - The customers15. Managing Service Operations and Processes16. Managing Demand and Supply17. Customer Feedback and Service Recovery18. Impact of Technology on Marketing of Services19. Managing Service Quality and Excellence20. Ethics in Service Firms21. Strategies for Business Growth22. Emerging Service Sectors in India
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| Books | Institute of Public Enterprise, Library S Campus | 658.8 JAU (Browse shelf) | Available | 43737 | |
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| Books | Institute of Public Enterprise, Library S Campus | 658.8 JAU (Browse shelf) | Checked out | 12/23/2023 | 43752 |
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| Books | Institute of Public Enterprise, Library S Campus | 658.8 JAU (Browse shelf) | Checked out | 11/30/2022 | 43764 |
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Includes Bibliographical references and index
1. Introduction to Service Industry2. The Service Product3. Managing the Services Brand4. Marketing Research in Service Industry5. Understanding Consumer Behaviour6. Segmentation, Targeting, and Positioning for a Services Firm7. Customer Perceptions of Service8. Customer Expectations9. Pricing Strategies for Services10. Strategies for Promotion for Services Sector11. Managing Distribution Channels in Service Industry12. Physical Evidence13. Managing People in Service Industry - The employees14. Managing People in Service Industry - The customers15. Managing Service Operations and Processes16. Managing Demand and Supply17. Customer Feedback and Service Recovery18. Impact of Technology on Marketing of Services19. Managing Service Quality and Excellence20. Ethics in Service Firms21. Strategies for Business Growth22. Emerging Service Sectors in India
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