Services Marketing : The Indian Context

Services Marketing : The Indian Context

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Product Specifications

Publisher PHI Learning All Marketing books by PHI Learning
ISBN 9788120350342
Author: R Srinivasan
Number of Pages 304
Edition Fourth Edition
Available in all digital devices
  • Snapshot
  • About the book
  • Sample book
Services Marketing : The Indian Context - Page 1 Services Marketing : The Indian Context - Page 2 Services Marketing : The Indian Context - Page 3 Services Marketing : The Indian Context - Page 4 Services Marketing : The Indian Context - Page 5

About The Book Services Marketing

Book Summary:


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

6. Pricing

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