Services Marketing : Managing the Service Value Chain/
- Pearson,
Chapter 1: Introduction to Services Marketing Chapter 2: Marketing Management: Core Concepts Chapter 3: The Marketing Environment Chapter 4: The Services Sector in the Indian Economy Chapter 5: Consumer Behaviour in Services Chapter 6: Marketing Information System and Research Chapter 7: Services Strategy Chapter 8: Market Segmentation Chapter 9: Competition Analysis and Strategies Chapter 10: Service Demand Management Chapter 11: The Service Product Chapter 12: Service Branding and Positioning Chapter 13: Physical Evidence Chapter 14: Pricing Chapter 15: Distribution Chapter 16: Internal Marketing Chapter 17: External Marketing Chapter 18: Interactive Marketing Chapter 19: Service Quality Management Chapter 20: Service Failures and Recovery Chapter 21: Customer Relationship Management Chapter 22: International Marketing of Services Chapter 23: Consumer Protection in Services Chapter 24: Services Marketing in India Case 1: Beauty Care by Marico: Kaya Skin Clinics Case 2: Life Insurance Corporation: Restructuring for Growth Case 3: McDonald’s in India Case 4: Subway’s Marketing Strategy in India Case 5: Cox and Kings: Service with a Difference