Concept Of Service | Service Characterristics | Service Expectations | The Service Product | Service Location | Pricing For Services | Promotion Services | The Service Process| Physical Evidence | People And Services | Internal Versus External Marketing |
While most books on marketing and services are readable, very few take the student's viewpoint and set out to answer the question Is it understandable? in the affirmative. This book and its pedagogy has been designed precisely with this in mind:v Design: The book has a consistency of design that is innovative, with aesthetic appeals. v Opening and Closing Cases: Every chapter begins and ends with a case. The cases introduce the primary theme and issues discussed in the chapter and closes with analytical tasks for the students. The cases are original, pertaining to Indian situations, companies and protagonists, helping the Indian students to connect.v Objectives: Every chapter has clear learn...
Services Marketing: Text & Readings is an anthology of original works of corporate leaders from the India Services Sector. In addition, a detailed section deals with the conceptual issues of services marketing.The organization of the book is as follows:Services Marketing: Concep-tual Issues Understanding Services Phenomenon, Role of Services in Economy, Services Characteristics and Marketing Implications, Marketing Mix in Services: The Traditional 4Ps, Extended Marketing Mix for Services, Differentiation Strategies, Demand Management and Productivity, Services Quality, Services Strategies Sector Specific Marketing: Challenges and Practices Tourism and Travel Services, Transportation and Logistics Services, Financial Services, Information Technology and Communication Services, Media Services, Health Care Services, Professional Services, Educational and Extension Services, Public Services
"Professional Services Marketing is a fully field-tested and research-based approach to marketing and client development for professional services firms. The book, now in its Second Edition, covers five key areas that are critical for firms that want to grow and become more profitable: creating a marketing and growth strategy; establishing a brand and reputation; implementing a marketing communications program; executing lead generation strategies; and developing business by winning new clients. You will also read real-world case studies that illustrate major points, as well as quotes and stories from well-respected professionals in the industry."--Publisher's website.
The book equips the readers with the relevant information and develops the skills necessary to understand and use of that unique skill. In this book, concepts and theories are explained in relation to how they directly apply to a service business and every concept is followed by a real-world example. The book uses a unique triangular method of positioning a service operation. It contains eight comprehensive cases that can be used for term projects. Each chapter of this book ends with discussion and critical thinking questions to pose challenging scenarios.· Part I. The Foundation of Service Marketing · Part II. Managing the Service Outcome · Part III. Service Strategies
Summary: Combination text/reader/casebook explores the concepts and techniques of Services Marketing, and combines conceptual rigour with real world examples and practical applications. Patterson, University of NSW, Australia.