Indian marketers today are excited and are facing challenges because of technology intensive, hyper competitive global business environment prevailing in the country. Their challenge is to take sound marketing decision in a complex environment. The student community who are interested in marketing career will also face the same challenges. These may be in more complex situation, as it takes time for them to enter into career. This title “Marketing of Services” provides them an opportunity to develop the skills necessary to meet the challenges.
Though this basic work on theories, concepts, principles of marketing and marketing of services, students are promote in this work to assume the role of marketing executives. Graded questions are also given at the end of each chapter for self-study and better understanding of the theme of this title.
Contents –
Unit 1 – Introduction to Services
Unit 2 – Service Marketing
Unit 3 – Service Design and Development
Unit 4 – Marketing of Services
Unit 5 – Service Marketing and ICT Interface
