Designed to meet the requirements of MBA students in Indian business schools. This comprehensive textbook 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.
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Characteristics and Categories
and the crucial role of pricing and distribution channels in services marketing The sixth
Trends in Services Marketing
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achieve addition advertising agents airline bank behaviour Bill register BSNL clients cluster sampling collected and deposited consumer consumer behaviour consumption contd cost cost-based pricing credit card crucial customer expectations customer satisfaction deliver demand directory assistance economy elements enable encounter ensure example facilities factors franchisee front-end employees frontline employees Gross amount charged important improvement India Infocom Internet Ishikawa diagram level of service Magna Steyr market segment marketing mix measurement ment method nature of services operations organization perception physical evidence potential promotion questionnaire queue Register of service response restaurant role sample serv service delivery service provider service quality Service Tax Act service tax charged services marketing services offered services sector standards strategies Table tariff telephone tion tomer total quality management usually Value-based pricing