| |
Services are widely used by people practically in all aspects of life. The globalised era is seeing services being used by a wide cross-section of society from the corporate to the man. TheFourth Edition of the book educates its readers about how marketing strategies are changing and evolving through times. The new edition comes with updated case studies on various service sectors, such as Hospitality and Tourism (Thomas Cook, Karnataka State Tourism Development Corporation (KSTDC) Ltd. and (Cafe Coffee Day). A new case study "Indian Airline Industry", has also been introduced to add to the diversity of services. Finance (Credit Card Business of Standard Chartered) and Information Technology are also updated (Infosys and SAP). The cases, set within the Indian context, lend a practical dimension to the subject, familiarizing the students with the developments in the Services Marketing area in India. The new edition, with its emphasis on recent data and the contemporary Services Marketing scenario, is an ideal companion for the budding managers. It should also be of great use to the practising managers attending various Management Development Programmes (MDPs) and Executive Development Programmes (EDPs).
New to this edition
A new case study "Indian Airline Industry" has been introduced.
All case studies of the previous edition have been updated with latest information and developments in the company.
Chapter - 2: and Chapter - 15: of the book have been revised with latest data and illustrations.
Table of Contents
Preface
Preface to the First Edition
Understanding Services
Services and Economy of a Country
Issues in Marketing of Services
Consumer Decision Process and Ethical Issues
Service Delivery Process
Pricing
Services Communication Mix
Firm`s Physical Evidence
Managing Employees and Consumers
Customer Satisfaction and Service Quality
Services Failure, Recovery and Customer Retention
Hospitality and Tourism Services
Financial Services
Information Technology Services
Health Care Services Marketing
Technology Readiness
e-Service Quality
Index ISBN - 9788120348974
|
| |
|