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| 005 | 20190927121218.0 | ||
| 008 | 140801s2003 xx 000 0 und d | ||
| 020 | _a9788131732250 | ||
| 082 | _a658.8 RAO-S | ||
| 100 | _aRao, K Rama Mohana | ||
| 245 | _aServices Marketing | ||
| 260 |
_bPearson _c2003 _aNew Delhi |
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| 500 | _aIntroduction 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 | ||
| 650 | _aABS | ||
| 856 | _uhttps://books.google.co.in/books?id=azkfIfxM2NgC&pg=PR6&dq=services+marketing+by++mohan+rao&hl=en&sa=X&ved=0ahUKEwi-nLflqfDkAhUZknAKHWaQDjEQ6AEILjAB#v=onepage&q=services%20marketing%20by%20%20mohan%20rao&f=false | ||
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