Services Marketing: Text and Cases, 2/e PDF Download

Author: Harsh V. Verma
Publisher: Pearson Education India
ISBN: 8131795004
Category :
Languages : en
Pages : 1006

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Book Description
The second edition of Services Marketing: Text and Cases takes a leap forward to develop a strategic perspective to the service marketing framework. Extensively revised and restructured, this edition includes five additional chapters aimed at widening the reader's horizons for a richer learning experience. The book begins with an initiation into the field of services and then develops an appreciation of the service marketing system. The focus is then directed at service strategy and the creation of sustainable differentiation. The book finally looks at the management of operational issues such as quality, demand matching, recovery and empowerment.

Author: Vinnie Jauhari
Publisher: Oxford University Press, USA
ISBN: 9780199456161
Category : Service industries
Languages : en
Pages : 604

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Book Description
Services Marketing 2e has been specially designed to meet the requirements of MBA students specializing in Marketing. It is a textbook that discusses the various aspects of services marketing in the Indian context using Indian examples and case studies.

Author: Harsh V. Verma
Publisher: Pearson Education India
ISBN: 9788131754474
Category : Services industries
Languages : en
Pages : 680

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Book Description

Author: C. Bhattacharya
Publisher: Excel Books India
ISBN: 9788174464774
Category :
Languages : en
Pages : 724

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Book Description
While most books on marketing and services are readable, very few take the student's viewpoint and set out to answer the question Is it understandable? in the affirmative. This book and its pedagogy has been designed precisely with this in mind:v Design: The book has a consistency of design that is innovative, with aesthetic appeals. v Opening and Closing Cases: Every chapter begins and ends with a case. The cases introduce the primary theme and issues discussed in the chapter and closes with analytical tasks for the students. The cases are original, pertaining to Indian situations, companies and protagonists, helping the Indian students to connect.v Objectives: Every chapter has clear learning expectations, get a glimpse of the chapter context and their respective importance. v End-of-chapter Questions: The questions are many and have been designed carefully to enhance learning for the students. There are elements of research, project work, and academic exercises in them.v Illustrations: The book is generous with pleasing and informative charts, tables and diagrams.v Glossary: The Appendix at the end of the book contains a glossary of services and marketing terminologies. v Marketing models: In addition to the text, the appendix also contains major marketing models mentioned in the text, which are frequently used by the marketers.v How to do cases: The Appendix also contains an useful section for all students a template for case discussion and analysis.There are four parts in the book. Part I takes an overview look at the major differences between services and goods and their characteristics, classifications and different models. It methodically analyses the section on the local, domestic and international conditions and environment factors that have affected services. It also examines the importance of Relationship Marketing in services. Part II examines in-depth the marketing of services. It looks sweepingly and with depth at marketing planning and strategy, service buying behaviour, knowledge management and marketing research in services, and the seven marketing mix variables for services. Part III is about the assessment of service delivery and customer relationship management. Part IV deals exclusively with comprehensive service cases. The cases are in addition to the opening and closing cases. The book lucidly explains the basic concepts of services and marketing and fills a long-standing need of the students for a book on both services and marketing.

Author: PRABHU TL
Publisher: NestFame Creations Pvt Ltd.
ISBN:
Category : Business & Economics
Languages : en
Pages : 30

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Book Description
Service marketing is a strategy for promoting and showcasing a company's intangible benefits and offerings in order to increase end-customer value. This can be for stand-alone service offerings or for services that are offered in conjunction with tangible products. Service marketing is a term that refers to the sale of non-physical, intangible goods. It's done for company-provided benefits that can't be seen, touched, or felt, for example. These are benefits that are primarily driven by people, processes, and that a customer cannot keep. Service marketing is used to drive business in industries such as hospitality, tourism, financial services, and professional services. Importance of Service Marketing Marketers promote a variety of entities, including goods, services, events, and people. Service marketing refers to the marketing of services. Services are intangible in nature and do not imply ownership of anything. Its creation could be linked to a physical product or not. External, internal, and interactive marketing excellence are all required for service marketing excellence. Pricing, distribution, and promotion of services to consumers are all covered by external marketing. Internal marketing entails educating and motivating employees to provide excellent customer service. The ability of the employees to serve the client is described by interactive marketing. Factors in Service Marketing The key factors which define marketing for services are: 1. Intangible Unlike physical products, which can be touched, felt, and seen, services are not tangible. This distinguishes services from products, necessitating a different marketing strategy. 2. No ownership Services can't be bought or sold; they can only be experienced. This is a broad term that refers to the customer experience. You can own a service in the form of evidence such as plans, bills, and invoices, but you can't own it like a product. 3. Inseparability The concept of moment of truth guides service marketing, which means that services are created and used at the same time. They can't be stored like products in an inventory because they're made and consumed simultaneously. 4. Variability Unlike standardised products, services vary in nature despite the same people, process, type of work, and so on. For the same service, different customers may have different experiences. e.g. a telecom customer might get different experience for the same plan. 5. Perishability Services, unlike products, cannot be stored and must be consumed immediately. But there's another way of looking at it. Many services or plans these days have an expiration date. They are not the same as best before dates on products, but they are more in terms of service validity. e.g. free warranty service after 2 years of purchase. 6. People involvement People who provide benefits and solutions to the needs of customers drive service marketing. Although many automated service solutions are being developed these days, people still play the most important role in service marketing. Taking care of the 7Ps is part of service marketing planning. Price, location, promotion, product, people, process, and physical evidence are all factors to consider.

Author: K. Douglas Hoffman
Publisher:
ISBN: 9780030152177
Category : Service industries
Languages : en
Pages : 0

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Book Description
The primary objective of (this book) is to provide instructional materials that not only introduce the student to the field of services marketing but also acquaint the student with specific customer service issues.... The (book first) concentrates on defining services marketing and providing the basic concepts that differentiate the marketing of services from the marketing of tangibles.... (It then discusses) topics that concern the management of the service encounter.... (The book also) focuses on customer satisfaction and service quality issues. Methods for tracking service failures and employee recovery efforts as well as customer retention strategies are also presented.... (The book concludes with) nine cases that illustrate the topics discussed throughout the book. -Pref.

Author: Christopher H. Lovelock
Publisher: Prentice Hall
ISBN:
Category : Business & Economics
Languages : en
Pages : 518

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Book Description
Combining conceptual rigor with real-world and practical applications, this combination text/reader/casebook explores both concepts and techniques of marketing for a broad range of service categories and industries.

Author: Kenneth E. Clow
Publisher: John Wiley & Sons
ISBN: 9788177223767
Category : Marketing
Languages : en
Pages : 476

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Book Description
The book equips the readers with the relevant information and develops the skills necessary to understand and use of that unique skill. In this book, concepts and theories are explained in relation to how they directly apply to a service business and every concept is followed by a real-world example. The book uses a unique triangular method of positioning a service operation. It contains eight comprehensive cases that can be used for term projects. Each chapter of this book ends with discussion and critical thinking questions to pose challenging scenarios.· Part I. The Foundation of Service Marketing · Part II. Managing the Service Outcome · Part III. Service Strategies

Author:
Publisher:
ISBN: 9780702197529
Category : Customer services
Languages : en
Pages : 0

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Book Description

Author: Jochen Wirtz
Publisher: FT Press
ISBN: 0133358976
Category : Business & Economics
Languages : en
Pages : 1383

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Book Description
Make it easy for students to understand: Clear, Simple Language and Visual Learning Aids The authors use simple English and short sentences to help students grasp concepts more easily and quickly. The text consists of full-colored learning cues, graphics, and diagrams to capture student attention and help them visualize concepts. Know Your ESM presents quick review questions designed to help students consolidate their understanding of key chapter concepts. Make it easy for students to relate: Cases and Examples written with a Global Outlook The first edition global outlook is retained by having an even spread of familiar cases and examples from the world’s major regions: 40% from American, 30% from Asia and 30% from Europe. Help students see how various concepts fit into the big picture: Revised Framework An improved framework characterized by stronger chapter integration as well as tighter presentation and structure. Help instructors to prepare for lessons: Enhanced Instructor Supplements Instructor’s Manual: Contain additional individual and group class activities. It also contains chapter-by-chapter teaching suggestions. Powerpoint Slides: Slides will feature example-based teaching using many examples and step-by-step application cases to teach and illustrate chapter concepts. Test Bank: Updated Test Bank that is Test Gen compatible. Video Bank: Corporate videos and advertisements help link concept to application. Videos will also come with teaching notes and/or a list of questions for students to answer. Case Bank: Cases can be in PDF format available for download as an Instructor Resource.