Coming soon
Marketing of Services
Concept of Services, Nature and Characteristics, Difference between Goods and Services, Concept of Service Marketing, Significance of Service Marketing,service economy, Trends, Reasons for growth of Service Sector
Marketing Mix: Concept of Marketing mix of services, Importance, Elements of marketing mix of services-Product, Price, Place, Promotion, People, Process and Physical Evidence.
Designing and Managing Service Processes, Managing People for Service Advantage, Managing Physical Evidence for Services
Integrated Service Marketing Triangle: External Marketing, Internal Marketing, Interactive Marketing
Concept, Dimensions of Service Quality,Technical and Functional quality, Service quality models and measurement: GAP Model of service quality, SERVQUAL model
Concept, Types of Service Failure, Types of Complainers, Dimensions of Fairness in Service Recovery Process: Procedural, Interactional, Outcome,Service Recovery Strategies.
Concept and importance,
Managing Relationships and Building Loyalty
relationship marketing, bonding and life time value,Loyalty Programmes, Concept of Warranty and Guarantee
1. Fisk, R. P., Grove, S. J., & John, J.: Interactive services marketing. New York.
Houghton Mifflin.
2. Glynn, W. J., & Barnes, J. G.: Understanding services management - Integrating
marketing, organizational behaviour, operations and human resources management,
Prentice Hall.
3. Gronroos, C.: Service Management and Marketing - A customer relationship
management approach, New York: John Wiley.
1. Hoffman, K. D., & John, E. G. B.: Marketing of services: Concepts strategies and
cases, Thomson-South Western.
2. Shanker, R. (2002). Services Marketing: The Indian perspective, Excel Books.
