ISBN 9781259063749,Marketing For Services Outsourcing

Marketing For Services Outsourcing



Tata McGraw - Hill Education

Publication Year 2013

ISBN 9781259063749

ISBN-10 1259063747


Number of Pages 270 Pages
Language (English)


Synonymous with the emergence of a New Industry in India and in other emerging countries, Marketing for Services Outsourcing lends itself to the application of marketing to warm up customers to take the plunge. This book looks at the principles of marketing applied to the unique requirements and challenges of this industry. Written from a practitioner's viewpoint, this book will help readers: Understand Services Outsourcing from a marketing standpoint View traditional marketing principles through the prism of Services Outsourcing to find closer applicability Use these adapted principles in the day-to-day decisions they need to take as marketers Dissecting marketing strategy and implementation through a combination of services outsourcing scenarios, real-world examples and case studies, this book is a ready reckoner for anyone playing a marketing role in this industry. About the Author Srinivas B Vijayaraghavan started his career when the IT-BPO Services industry was at the cusp of its exponential growth phase in India. His first role was in an applications maintenance project. He has worked in a variety of roles in the services outsourcing industry - project delivery, leading project teams, services business development, services marketing and client briefings, before moving to the product side of things. He has been part of a variety of services outsourcing/ offshoring projects covering application development and maintenance and knowledge process outsourcing. He has worked on services outsourcing projects and customer engagements across a range of industries from telecom and automotive to oil and gas and consumer packaged goods. Srinivas has worked as a marketer with global companies like IBM and HP as well as mid-sized Indian product companies like Tejas Networks and Roamware. He has covered all aspects of marketing for both services and products - corporate marketing, brand management, product marketing, marketing research, marketing communications, analyst and press relations and campaign management. He has spoken at marketing conferences such as Silicon India Marketing Forum and presented papers at marketing forums such as India Marketing Summit. Srinivas is a member of the India Advisory Board of the CMO Council and contributes actively to the Council's studies. He is a marketing consultant for Banna Creations, a social enterprise focused on promoting Indian handicraft ( He is a published writer, with his short story on Wrath published in the book Seven Deadly Sins 'which was launched at the IIT Delhi Literati Festival. He is also an avid movie fan and maintains a movie blog titled 'Srini at the Movies' ( He has an engineering degree in Computer Science from PESIT, Bangalore University and an MBA (PGSEM) from IIM-Bangalore.