Services Marketing : Text and Cases （2ND）

Jauhari, Vinnie/ Dutta, Kirti

OUP India（2017/10発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 604 p.
• 言語 ENG
• 商品コード 9780199456161
• DDC分類 658.8

Full Description

The second edition of Services Marketing has been revised to reflect the changes in the business environment and the industry since the first edition was published in 2009. It has been updated with new sections, cases, exhibits as well as two new chapters on Managing the Services Brand and Managing Demand and Supply.

The text includes classroom case studies as well as chapter-end concept review questions, critical thinking exercises, and project exercises.

Contents

1. Introduction to Service Industry
2. The Service Product
3. Managing the Services Brand
4. Marketing Research in Service Industry
5. Understanding Consumer Behaviour
6. Segmentation, Targeting, and Positioning for a Services Firm
7. Customer Perceptions of Service
8. Customer Expectations
9. Pricing Strategies for Services
10. Strategies for Promotion for Services Sector
11. Managing Distribution Channels in Service Industry
12. Physical Evidence
13. Managing People in Service Industry - The employees
14. Managing People in Service Industry - The customers
15. Managing Service Operations and Processes
16. Managing Demand and Supply
17. Customer Feedback and Service Recovery
18. Impact of Technology on Marketing of Services
19. Managing Service Quality and Excellence
20. Ethics in Service Firms
21. Strategies for Business Growth
22. Emerging Service Sectors in India