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Services Marketing: Text and Cases, 2/e

Services Marketing: Text and Cases, 2/e

Author(s):
  • Harsh V. Verma
    • Author: Harsh V. Verma
    • ISBN:9788131754474
    • Price: Rs. 450.00
    • Pages:676
    • Imprint:Pearson Education
    • Binding:Paperback
    • Status:Available


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    The second edition of Services Marketing: Text and Cases takes a leap forward to develop a strategic perspective to the service marketing framework. Extensively revised and restructured, this edition includes five additional chapters aimed at widening the reader’s horizons for a richer learning experience. The book begins with an initiation into the field of services and then develops an appreciation of the service marketing system. The focus is then directed at service strategy and the creation of sustainable differentiation. The book finally looks at the management of operational issues such as quality, demand matching, recovery and empowerment.

    Table of Content

    1. Field of Services: The Service Economy
    2. Nature of Services
    3. Service Product and Pricing
    4. Service Promotion and Distribution
    5. Processes in Services
    6. People in Services
    7. Physical Evidence
    8. The Service System
    9. Service Customer Behaviour
    10. Service Vision and Strategy
    11. Market Analysis and Commoditization
    12. Sustainable Differentiation
    13. Service Quality
    14. Branding Services
    15. Demand and Supply Management
    16. Service Recovery and Empowerment
    17. Customer Relationships
    Cases
    1. Taj Solitaire Crown
    2. Rightaway Restaurant
    3. Mideast Bank
    4. Naïve Questioner Expert Replier
    5. Gucchiano
    6. Credit Cards at the Turn of Time
    7. Supremacy Challenged
    8. Skin and Dollars
    9. War for the Sky
    10. Service Quality Dilemma
    11. Activation Problem
    12. The Complaint Letter
    13. Faculty School of Business
    14. Japan Motor Limited

    Index

    Salient Features

    • Class Interactive, a newly added feature to stimulate classroom discussion
    • Restructured content and newly added topics to facilitate ease in understanding the subject
    • Additional end-of-chapter mini-cases based on contemporary topics like services product, pricing and process people, to name a few
    • Two new book-end cases on current market scenarios
    • Focus on operational issues like service quality and management of demand and supply
    • End-of-chapter review questions and practical exercises to help readers understand concepts better