Services marketing

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Oxford University Press, Feb 20, 2004 - Business & Economics - 440 pages
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This is a comprehensive textbook designed to meet the requirements of MBA students in Indian business schools. It deals with the marketing of services as a separate discipline as distinct from conventional business marketing. It presents its core concepts, and elucidates them through managerial applications. The book provides in-depth coverage of themes unique to the understanding of the subject. Among important topics discussed are: the elements of the marketing mix (people and the physical evidence of a service), the gap between expected and perceived service, customers' role in service delivery, special pricing

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Contents

Characteristics and Categories
1
and the crucial role of pricing and distribution channels in services marketing The sixth
10
Trends in Services Marketing
30
Copyright

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