| About The Book Services Marketing
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. The Fourth 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 to the First Edition
1. Understanding Services
2. Services and Economy of a Country
3. Issues in Marketing of Services
4. Consumer Decision Process and Ethical Issues
5. Service Delivery Process
7. Services Communication Mix
8. Firms Physical Evidence
9. Managing Employees and Consumers
10. Customer Satisfaction and Service Quality
11. Services Failure, Recovery and Customer Retention
12. Hospitality and Tourism Services
13. Financial Services
14. Information Technology Services
15. Health Care Services Marketing
16. Technology Readiness
17. e-Service Quality