Indian marketers today are excited and 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 a more complex situation, as it takes time for them to enter into career. This title “Service Marketing” provides them an opportunity to develop the skills necessary to meet the challenges.
Our customers are our readers, keeping this in mind and to add value to existing fund of knowledge in the students, friends, we have taken this risk to write the subject lucidly, comprehensively and meaningfully, using out intellectual capital to enhance the intellectual capacities of our readers.
though this basic work on theories, concepts and principles of service marketing, 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 –
1. Concept of Service
2. Marketing Mix in Service Marketing
3. Consumer Behaviour in Services
4. Service Market Segmentation
5. Marketing of Services with Reference to Tourism
