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Services marketing
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
New Delhi
Dorling kindersley(India) Pvt. Ltd.
2011
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| Edition: | 2nd ed |
| Subjects: |
Table of Contents:
- Introduction to services marketing, Marketing management: Core concepts, Consumer behaviour in services, Marketing information system and research, Services strategy, Market segmentation, Competition analysis and strategies, Service demand management, The service product, Service branding and positioning, Physical evidence, Pricing, Distribution, Internal marketing, External marketing, Interactive marketing, Service quality management, Service failure and recovery, International marketing of services, Consumer protection in services, Services marketing in India.