TY  - BOOK
AU  - Rao, K. Rama Mohana
TI  - Services marketing
SN  - 9788131732250
U1  - 658.8 
PY  - 2011///
CY  - Chennai
PB  - Pearson
KW  - Service industries--Marketing
KW  - Marketing
KW  - Customer services
N1  - 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

ER  -