Services Marketing

Text and Cases

Price: 620.00 INR

We sell our titles through other companies
Disclaimer :You will be redirected to a third party website.The sole responsibility of supplies, condition of the product, availability of stock, date of delivery, mode of payment will be as promised by the said third party only. Prices and specifications may vary from the OUP India site.

ISBN:

9780199456161

Publication date:

03/05/2017

Paperback

604 pages

241.0x184.0mm

Price: 620.00 INR

We sell our titles through other companies
Disclaimer :You will be redirected to a third party website.The sole responsibility of supplies, condition of the product, availability of stock, date of delivery, mode of payment will be as promised by the said third party only. Prices and specifications may vary from the OUP India site.

ISBN:

9780199456161

Publication date:

03/05/2017

Paperback

604 pages

241.0x184.0mm

Second Edition

Vinnie Jauhari & Kirti Dutta

The second edition of Services Marketing has been specially designed to meet the requirements of postgraduate students of management. Essential concepts related to services marketing are explained lucidly with the help of Indian and global examples, exhibits, and case studies. The book integrates theory with corporate examples and provides rich insights into the dynamics of the services sector. It also includes Internet-based exercises which will help the students apply theory to business situations.

Rights:  World Rights

Second Edition

Vinnie Jauhari & Kirti Dutta

Description

The second edition of Services Marketing has been specially designed to meet the requirements of postgraduate students of management. Essential concepts related to services marketing are explained lucidly with the help of Indian and global examples, exhibits, and case studies. The book integrates theory with corporate examples and provides rich insights into the dynamics of the services sector. It also includes Internet-based exercises which will help the students apply theory to business situations.

Second Edition

Vinnie Jauhari & Kirti Dutta

Table of contents

  1. Introduction to Services
  2. The Service Product
  3. Managing the Services Brand
  4. Marketing Research
  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 Service Sector
  11. Managing Distribution Channels in Service Industry
  12. Physical Evidence
  13. Managing People in Service Industry
  14. Managing Service Processes
  15. Managing Demand and Supply
  16. Customer Feedback and Service Recovery
  17. Impact of Technology on Marketing of Services
  18. Managing Quality and Excellence
  19. Ethics in Service Firms
  20. Strategies for Business Growth
  21. Emerging Service Sectors in India

Second Edition

Vinnie Jauhari & Kirti Dutta

Features

  • Integrates theory with corporate examples and provides rich insights into the dynamics of the services sector
  • Discusses the practices of Indian and global companies
  • Explains concepts through examples, exhibits, tables, and case studies
  • Includes Internet-based exercises which will help students apply the concepts learnt to different business situations


New to This Edition

  • New chapters on managing the services brand and managing demand and supply
  • New sections on managing e-service and e-service quality, employee engagement in service industry, creating an empowered employee, and customer feedback and service management orientation
  • Updated and revised content as well as new case studies
  • Links to important research papers that will introduce students to influential academic contributions in this area


Online Resources

For Faculty
  • Instructor’s Manual
  • PowerPoint Slides
  • Multiple Choice Questions


For Students
  • Flashcard Glossary

Description

The second edition of Services Marketing has been specially designed to meet the requirements of postgraduate students of management. Essential concepts related to services marketing are explained lucidly with the help of Indian and global examples, exhibits, and case studies. The book integrates theory with corporate examples and provides rich insights into the dynamics of the services sector. It also includes Internet-based exercises which will help the students apply theory to business situations.

Read More

Table of contents

  1. Introduction to Services
  2. The Service Product
  3. Managing the Services Brand
  4. Marketing Research
  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 Service Sector
  11. Managing Distribution Channels in Service Industry
  12. Physical Evidence
  13. Managing People in Service Industry
  14. Managing Service Processes
  15. Managing Demand and Supply
  16. Customer Feedback and Service Recovery
  17. Impact of Technology on Marketing of Services
  18. Managing Quality and Excellence
  19. Ethics in Service Firms
  20. Strategies for Business Growth
  21. Emerging Service Sectors in India

Read More