The days of getting an easy walkover in the business world are now over. Business goes where it is invited but stays forever where it is well treated. The mounting intensity of technological sophistication, sky-rocketing competition, increasing race of corporatisation and galloping domination of globalisation make a strong advocacy in favour of professional excellence of world-class. We need to thrive not only to survive. The marketing professionals need to identify opportunities and to capitalise on the same in such a fashion that a fair synchronisation of commercial and social considerations is made possible. Even profit making organisations need to ensure that they are bidding a goodbye to the concept “just for profits” which would considerably help them in the process of image building because we find a correlation between social and organisational prosperity. In a true sense, the organisational prosperity stands on the foundation of social prosperity.
We cannot negate that an individual or an institution is suitably rewarded for defining and redefining quality. Sky is the limit for quality and sky is the limit for marketing. Innovators succeed where others fail. This makes it essential that we bring much more frequency in innovating the marketing inputs. If we have quality goods or services, the task of excelling competition and establishing leadership in the market is considerably simplified. The Boardrooms. Senior Business Executives, Government Administration need an attitudinal transformation. They need to be positive and creative. This will make all categories of organisations potentially sound to face the multi-pronged challenges and threats in the corporate world. The book “Services Marketing” size ably contributes to the mainstream of knowledge on the different frontiers of services marketing which attends to almost all the vital facets of the emerging trends with clarity and perspicacity. To the students of MBA, marketing professionals, the academics and the boardrooms, this edition of the book will be useful in many ways.
Contents :
1. The Foundation of Services Marketing
2. Key Diemensions in Service Marketing
3. Management of Services Marketing
4. Total Quality Management
5. Bank Marketing
6. Insurance Marketing
7. Mutual Fund Marketing
8. Portfolio Services Marketing
9. Factoring Services Marketing
10. Transport Marketing
11. Tourism Marketing
12. Hotel Marketing
13. Consultancy Marketing
14. Retail Marketing
15. Personal Care Marketing
16. Educational Marketing
17. Hospital Marketing
18. Political Marketing
19. Day-Care Marketing
20. Courier Marketing
21. Entertainment Marketing
22. Mass Communication Marketing
23. It Marketing
24. Electricity Marketing
25. Automobile Service Marketing
Bibliography
