Director, Kothari Group of Institutions, Indore Justin Paul,
Indian Institute of Foreign Trade, New Delhi Biplab Halder,
Director, Omegan School of Business, Hyderabad
ISBN: 0070700699 Copyright year: 2011
Services Marketing is a well defined textbook which not only discusses the implementation of services marketing but also discusses management of the service delivery process. It emphasises on the important features of services marketing like quality aspects, gap theory, demand and capacity alignment, pricing and promotion. The first part of the book introduces the theoretical concepts to the students and gives them an overview of the increasing importance of services in the economy. The second part of the book acquaints the students with various kinds of services such as financial services, banking services, insurance services, retail services, education services, hospitality services, IT enabled services and many more. Real-life case studies and application exercises make this book an interactive read for the management students.