Services marketing/
Rao, K. Rama Mohana
Services marketing/ K. Rama Mohana Rao - 2nd ed. - Chennai: Pearson, 2011. - xxxiv, 546 pages ill. 26 cm.
Introduction to Services Marketing 1
Core Concepts 22
Introduction 23
p Database Marketing 38
The Marketing Environment 42
Other Divisions of the Company 45
The Services Sector in the Indian Economy 59
WM Service Tax 69
Consumer Behaviour in Services 91
The Potential Market for a Host of Services 99
Marketing Information System and Research 117
g Information Technology and Marketing Information System 124
Services Strategy 149
Market Segmentation 169
g Technographic Segmentation 177
Competition Analysis and Strategies 184
Service Demand Management 199
Demand Variations 205
HI Top 70 Predictions for the ITITeS Sector in India 214
The Service Product 219
Service Branding and Positioning 242
Physical Evidence 259
Pricing 275
Distribution 291
g Services eRetailing 301
Internal Marketing 308
External Marketing 327
Interactive Marketing 347
Service Quality Management 373
Service Quality Management 374
Service Failures and Recovery 396
Customer Relationship Management 414
g Market for eCRM 434
International Marketing of Services 440
Consumer Protection in Services 459
g National Consumer Disputes Redressal Commission 471
gj Disruption of Services by Illegal Strikes 478
Services Marketing in India 487
Pricing 500
Marketing of Educational Services 508
Kaya Skin Clinicsn 523
Restructuring for Growth 525
McDonalds in India 527
Subways Marketing Strategy in India 531
Service with a Difference 535
9788131732250
Service industries--Marketing
Marketing
Customer services
381 / RAO/S
Services marketing/ K. Rama Mohana Rao - 2nd ed. - Chennai: Pearson, 2011. - xxxiv, 546 pages ill. 26 cm.
Introduction to Services Marketing 1
Core Concepts 22
Introduction 23
p Database Marketing 38
The Marketing Environment 42
Other Divisions of the Company 45
The Services Sector in the Indian Economy 59
WM Service Tax 69
Consumer Behaviour in Services 91
The Potential Market for a Host of Services 99
Marketing Information System and Research 117
g Information Technology and Marketing Information System 124
Services Strategy 149
Market Segmentation 169
g Technographic Segmentation 177
Competition Analysis and Strategies 184
Service Demand Management 199
Demand Variations 205
HI Top 70 Predictions for the ITITeS Sector in India 214
The Service Product 219
Service Branding and Positioning 242
Physical Evidence 259
Pricing 275
Distribution 291
g Services eRetailing 301
Internal Marketing 308
External Marketing 327
Interactive Marketing 347
Service Quality Management 373
Service Quality Management 374
Service Failures and Recovery 396
Customer Relationship Management 414
g Market for eCRM 434
International Marketing of Services 440
Consumer Protection in Services 459
g National Consumer Disputes Redressal Commission 471
gj Disruption of Services by Illegal Strikes 478
Services Marketing in India 487
Pricing 500
Marketing of Educational Services 508
Kaya Skin Clinicsn 523
Restructuring for Growth 525
McDonalds in India 527
Subways Marketing Strategy in India 531
Service with a Difference 535
9788131732250
Service industries--Marketing
Marketing
Customer services
381 / RAO/S