Services Marketing

Introduction to Services Marketing
Marketing Management: Core Concepts
The Marketing Environment
The Services Sector in the Indian Economy
Consumer Behaviour in Services
Marketing Information System and Research
Services Strategy
Market Segmentation
Competition Analysis and Strategies
Service Demand Management
The Service Product
Service Branding and Positioning
Physical Evidence
Pricing
Distribution
Internal Marketing
External Marketing
Interactive Marketing
Service Quality Management
Service Failures and Recovery
Customer Relationship Management
International Marketing of Services
Consumer Protection in Services
Services Marketing in India

Case 1. Beauty Care by Marico: Kaya Skin Clinics
Case 2. Life Insurance Corporation: Restructuring for Growth
Case 3. McDonald’s in India
Case 4. Subway’s Marketing Strategy in India
Case 5. Cox and Kings: Service with a Difference Index
Salient Features
New Chapters: Seven new chapters added to ensure comprehensive coverage of concepts: ‘Marketing Management: Core Concepts’; ‘Marketing Environment’; ‘Marketing Information System and Research’; ‘Competition Analysis and Strategies’; ‘Services Branding and Positioning’; ‘Service Failures and Recovery’; and ‘International Services Marketing’
Improved Pedagogy: Opening vignettes, caselets, margin notes and assignments added to each chapter to highlight real-problems and organizational strategies and to foster the analytical and problem-solving abilities of students
Cases: Five short cases appended at the end of the book to encourage students to explore the real-world problems that services organizations face
Enhanced Teaching and Learning Package: Supplements comprise an online question bank for students, and PowerPoint lecture slides and instructors’ manual for instructors