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Contents
Front Matter
Introduction
1.
Chapter 1
2.
Definition and nature of Services
3.
EMERGENCE OF SERVICES
4.
CLASSIFICATION OF SERVICES
5.
Major service sectors and career opportunities
6.
Goods Vs. Service Marketing
7.
Segmentation and targeting of services
8.
Positioning of services
9.
Consumer Buying Behaviour for Services
10.
Consumer Decision Making
11.
Customer Expectation and Perception of Services
12.
New Service Development
13.
Service Blueprinting
14.
Service Product Strategies
15.
Service Pricing Strategies
16.
Service Distribution Strategies
17.
Communication Mix of Services
18.
Branding and Packaging of Services
19.
Physical Evidence
20.
Process of Service Creation and Delivery
21.
Importance of People in Services Marketing
22.
Interactive Marketing
23.
Internal Marketing
24.
Customer Relationship Management
25.
Dimensions of Service Quality
26.
CHALLENGES IN MANAGING SERVICE QUALITY
27.
Managing Service Productivity
28.
MANAGING SERVICE DIFFRENTIATION
29.
Service Supply Constraints and Demand patterns
30.
Managing Waiting Lines
31.
Employee Empowerment
32.
Customer Complaint Handling System
33.
Service Failures and Service Recovery Strategies
34.
Service Guarantee Strategies
35.
Service Innovation and Design
36.
Employee and Customer role in Service delivery
37.
Globalisation and services
38.
Quality Circles and Services
39.
MIS and Services Management
40.
TRENDS IN SERVICE MARKETING
Back Matter
Appendix
Services Marketing
This is where you can add appendices or other back matter.