000 00356nam a2200157 4500
999 _c1835
_d1835
020 _a9788131732250
040 _cCUS
082 _a381
_bRAO/S
100 _aRao, K. Rama Mohana
245 _aServices marketing/
_cK. Rama Mohana Rao
250 _a2nd ed.
260 _aChennai:
_bPearson,
_c2011.
300 _axxxiv, 546 pages
_bill.
_c26 cm.
505 _aIntroduction 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
650 _aService industries--Marketing
650 _aMarketing
650 _aCustomer services
942 _cWB16