SERVICES MARKETING
Objective: to enlighten the students with the Concepts and Practical applications of ServicesMarketing.
Unit – I: Introduction to Services Marketing: Importance and characteristics of Services: Growth
of Services Sector; Services in the Indian Economy; Services Strategy.
Unit – II: Consumer Behaviour in Services; Market Segmentation and Services Positioning;
Service Demand Management Designing and Managing Service Product.
Unit – III: Service quality Management: Service Quality Audit – GAP Model of Service Quality
– Total quality Services Marketing – Service Excellence, Pricing of Services – Pricing Strategies
Linked to Value Perceptions.
Unit – IV: Service Distribution – Managing Physical Evidence – Internal Marketing.
Unit – V: External Marketing: Word of Mouth Communication. Interactive Marketing:
Management of Moments of Truth - Service Deficiencies - consumer Grievance Recovery
Strategies.
(Case Studies are Compulsory)
Suggested Books:
K.Rama Mohana Rao: Services Marketing, Pearson Education, New Delhi.
Valeri Zeithmal and Mary Jo Bunter: Services Marketing, Tata McGraw Hill, New Delhi.
Apte – Services Marketing, Oxford University Press.
Bhattacharya: Servies Marketing, Excel Publishers.
Christopher Lovelock: Services Marketing, Pearson Education, Delhi.
Ravi Shanker: Services Marketing: Indian Perspectives, Excel Publishers.
Christian Gronrose: Services Management and Marketing, Maxwell Macmillan.
Kenneth E.Clow & David L.Kurtz, Servies Marketing, Wiley India, New Delhi.
S.L.Gupta, Marketing of Services, Wisdom Publication.
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