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.
Concept of Services, Characteristics, Difference between Goods and
Services, Concept of Service Marketing, Significance, Importance of Services in
International Marketing, Emerging key services.
Concept of Marketing mix of services,Relevance,Importance,Types of
marketing mix of services-Product, Price ,Place,Promotion,People,Process and Physical
Evidence.
Concept, Service Quality, TQM-Dimensions, Effects,
Quality Circles
Concept, Need, Importance, Marketing mix for banking services.
Insurance Marketing-Concept, Need, Importance, Marketing mix for insurance services
Concept, Need, Importance, Marketing mix for tourism services
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.
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.
Links:
[1] https://business.iisuniv.ac.in/courses/subjects/service-marketing-8
[2] https://business.iisuniv.ac.in/academic-year/2015-2016