Marketing of Services Practical

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.
4. Hoffman, K. D., & John, E. G. B.: Marketing of services: Concepts strategies and
cases, Thomson-South Western.
5. Shanker, R. (2002). Services Marketing: The Indian perspective, Excel Books.