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 Case studies related to the topic.
• Jha S M, “Service Marketing”, Himalaya Publishing House, Bombay.1st edition • Srinivasan R., “Service Marketing-Indian Context”, Prentice Hall of India Pvt.Ltd, New Delhi.2004 • Apte Govind.,” Service Marketing”,Oxford University Press,New Delhi.4th edition
• Rathmell, J., “Marketing in Service Sector”, Prentice Hall Of India,New Delhi. • Lovelock, Christopher H, “Marketing of Services”, Prentice-Hall, Englewood Cliffs, N.J.
Links:
[1] https://business.iisuniv.ac.in/courses/subjects/service-marketing
[2] https://business.iisuniv.ac.in/academic-year/2018-2019