no information available
This book recognizing the growing importance of services and the unique challenges faced by service managers. The problems of Service marketing are more complex, the service product is more difficult to design and introducing marketing orientation into a firm dominated by operations is yet another forceful task. We all live in a service world, this book therefore is dedicated exclusively to the issues of marketing services. Contents : 1. Services Marketing 2. Classification of Services 3. Service Marketing Management 4. Strategic Planning 5. Managing Demand and Supply 6. Consumers in Service Industry 7. Service Marketing Mix 8. Service Product 9. Pricing in Services 10. Service Promotion 11. Place in Service 12. People in Service 13. Service Process 14. Physical Evidence 15. Organising for Service Marketing 16. Marketing Strategy in Services 17. Managing Service Quality 18. Managing Service Competition 19. Globalisation of Service 20. Marketing of Services
