ISBN 9781403927606,NIMIT CHOWDHARY &M_TEXTBk OF MARKETING O

NIMIT CHOWDHARY &M_TEXTBk OF MARKETING O

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ISBN 9781403927606
Publisher

Macmillan India Limited

Publication Year 2005
ISBN-13

ISBN 9781403927606

ISBN-10 140392760X
Binding

Paperback

Number of Pages 448 Pages
Language (English)
Subject

Marketing

Follows the UGC curriculum for courses both in commerce and management. The book provides in-depth coverage of themes unique to the understanding of services marketing, such as marketing mix elements, the gap between expected and perceived service, the customer?s role in service delivery, and pricing methods for service. About the Author Nimit Chowdhary and Monika Chowdhary - Faculty, Department of Business Studies, MDS University, Ajmer. Table of Contents Preface ? The Service Revolution ? The Service Economy ? Classification of Services ? Service Quality ? Service Consumer Behaviour ? Segmentation and Targeting ? Marketing of Services ? Product: The Service Pack ? Pricing: Communicating Services ? Place: Location and Services Channels ? Promotion: Communicating with Relationship Market ? Physical Evidence: Creating the Context ? Process: Organizing the Service ? People: The Participants in Services ? Marketing Strategy: The Game Plan ? Small-scale Services ? Globalization of Services ? Customer Relationship Management ? CRM Strategy ? e-CRM ? Case Supplements ? Index
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