Ramneek Kapoor,
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
Table of Contents
PART 1 CONCEPTS
Chapter 1 Nature and Field of Services
Chapter 2 Service Marketing Concept
Chapter 3 Global Perspective of Services Marketing
Chapter 4 Managing Services Marketing Mix
Chapter 5 Managerial Aspects of Service Sector––People, Process, and Physical Evidence
Chapter 6 Managing Human Element for Services Marketing
Chapter 7 Managing Quality Aspects of Services Marketing
Chapter 8 Services Consumer and Buying Behaviour
Chapter 9 Services Pricing Strategy
Chapter 10 Services Distribution Strategy and Delivery Channels
Chapter 11 Services Promotion Strategy
Chapter 12 Services Demand and Capacity Alignment
Chapter 13 Customer Relationship Management
Chapter 14 Differential Strategy of Services Marketing PART 2 PRACTICES
Chapter 15 Marketing Banking Services
Chapter 16 Marketing Insurance Services
Chapter 17 Marketing Retail Services
Chapter 18 Marketing of Telecom Services
Chapter 19 Marketing Travel and Transport Services
Chapter 20 Marketing Tourism and Hospitality Services
Chapter 21 Marketing Hospital and Healthcare Services
Chapter 22 Marketing Information Technology and Other IT Enabled Emerging Services
Chapter 23 Media Services Marketing
Chapter 24 Education Services Marketing
Chapter 25 NGOs and Other Social Services Marketing
Chapter 26 Marketing BPO Services
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