Services Marketing by Prof. M.K. Rampal, Dr. Rajeshwari Malik
The world economy is increasingly characterized as a service economy. This is primarily due to the increasing importance and share of the service sector in the economies of most developed and developing countries. In fact, the growth of the service sector has long been considered as an indicator of a country’s economic progress. Economic history tells us that all developing nations have invariably experienced a shift from agriculture to industry and then to the service sector as the mainstay of the economy. This shift has also brought about a change in the definition of goods and services themselves.
Service organizations vary widely in size. At one end of the scale are huge international corporations operating in such industries as airlines, banking, insurance, telecommunications, and hotels. At the other end of the scale are a vast array of locally owned and operated small businesses, such as restaurants, laundries, optometrists, beauty parlours, and numerous business-to-business services.
Audience of the Book :
This book Useful for B.Com, BBA Student.
Table of Content:
1. Services Marketing — An Introduction
2. Services Marketing Management Process – I (Process, Business Environment, Segmentation)
3. Services Marketing Management Process – Ii
4. Consumer Behaviour
5. Monitoring And Measuring Customer Satisfaction
6. Services Quality Measurement
7. Marketing Mix Of Services Marketing
8. Pricing Of Services
9. Managing People
10. Distribution Of Services (Place)
11. Integrated Communication Mix : Promotion
12. Service Marketing Triangle
13. Physical Evidence
14. Impact Of Technology And Globalisation On Services Marketing
15. Cases In Services Marketing