TY  - BOOK
AU  - Bruhn
TI  - Services Marketing : Managing the Service Value Chain
SN  - 9781405871075
PB  - Pearson
N1  - 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

UR  - http://lib.myilibrary.com?id=556692
ER  -