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.
Introduction: Concept of Services, Characteristics, Difference between Goods and Services, Concept of Service Marketing, Significance of service marketing
Marketing Mix: Concept of Marketing mix of services ,Importance, Types of marketing mix of services-Product, Price ,Place,Promotion,People,Process and Physical Evidence.
Total Quality Management: Concept, Service Quality, TQM-Dimensions, Effects, Quality Circles, Customer retention-Concept and importance
Bank Marketing-Concept, Need, Importance, Marketing mix for banking services.
Insurance Marketing-Concept, Need, Importance, Marketing mix for insurance services
Tourism Marketing- Concept, Need, Importance, Marketing mix for tourism services
1. Jha S M, “Service Marketing”, Himalaya Publishing House, Bombay.1st edition
2. Srinivasan R., “Service Marketing-Indian Context”, Prentice Hall of India Pvt.Ltd, New Delhi.2004
3. ApteGovind.,” Service Marketing”,Oxford University Press,New Delhi.4th edition
1. Rathmell, J., “Marketing in Service Sector”, Prentice Hall Of India,New Delhi.
2. Lovelock, Christopher H, “Marketing of Services”, Prentice-Hall, Englewood Cliffs, N.J.
Links:
[1] https://business.iisuniv.ac.in/courses/subjects/service-marketing-11
[2] https://business.iisuniv.ac.in/academic-year/2014-2015