Service Marketing

Paper Code: 
BSG 424
Credits: 
6
Contact Hours: 
90.00
Max. Marks: 
100.00
Objective: 

Paper has been designed such that it acquaints the students with the emerging trends in the service sector and handling the issues involved in the management of service.

18.00
Unit I: 
Introduction:
 

Concept of Services, Characteristics, Difference between Goods and

Services, Concept of Service Marketing, Significance, Importance of Services in

International Marketing, Emerging key services.

 

18.00
Unit II: 
Marketing Mix:
 

 Concept of Marketing mix of services,Relevance,Importance,Types of

marketing mix of services-Product, Price ,Place,Promotion,People,Process and Physical

Evidence.

 

18.00
Unit III: 
Total Quality Management :
 

 Concept, Service Quality, TQM-Dimensions, Effects,

Quality Circles

 

18.00
Unit IV: 
Bank Marketing:
 

Concept, Need, Importance, Marketing mix for banking services.

Insurance Marketing-Concept, Need, Importance, Marketing mix for insurance services

 

18.00
Unit V: 
Tourism Marketing:
 

 Concept, Need, Importance, Marketing mix for tourism services

 

Essential Readings: 

1. Lovelock, Christopher H, “Marketing of Services”, Prentice-Hall, Englewood Cliffs, N.J.

2. Jha S M, “Service Marketing”, Himalaya Publishing House, Bombay.1st edition

3. Srinivasan R., “Service Marketing-Indian Context”, Prentice Hall of India Pvt.Ltd, New Delhi.2004.

References: 

1. Rathmell, J., “Marketing in Service Sector”, Prentice Hall Of India,New Delhi.

2. Apte Govind.,” Service Marketing”,Oxford University Press,New Delhi.4th edition.

Academic Year: 
2015-2016
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