Service marketing Concepts, applications and cases - Rampal, M.K.; Gupta, S.L. (New Delhi Galgotia Publishing Company, 2000)
Services: characteristics and categories, Trends in services marketing, Consumer behavior, Marketing mix elements for services, Product , promotion, price and distribution, Role of people in services marketing, Physical evidence of a service, Service quality, measurement, and control. Demand and supply management, Marketing research in services marketing, Management of the services marketing effort, Service tax provisions.
Includes glossary and index
Keywords: Marketing; Marketing research; Consumer behaviour; services management