Modern Marketing Of Services : Principles And Techniques@

Modern marketing of services offers key insights into the marketing today. The main theme of marketing of services is to focus attention on the specific questions which must be addressed in designing and implementing successful marekting progrmmes within any service organisations. This book represents an excellent source of information on marketing of services for all students of marketing of services for all students of marketing and marketing managers, administrative and other professional persons. The text includes many features that enhances students' ability to learn. The language of this book is very lucid, simple and racy. This book provides a comprehensive overview of the development of services marketing theory and management within a highly practical and accessible format. Current issues in areas such as service quality, customer care, internal marketing and relationship markeitng are explored in detail.
About Author :
J.N. Jain is a Post-Graduate in Economics and a doctoral research scholar in the field of Economics. He has obtained his Master degree from Delhi University, and also completed his Law degree from the Meerut University in 1996. He holds Post-Graduate Diploma in Business Management (PGDBM) from the same university in 1998. Afterwards he has done Post-Graduate Diploma in Computer Application (PGDCA) and Chartered Accountancy Professional Course (C.A. (I) in 2000. He was earlier on the faculty of S.R. M. Institute of Management and Technology, Modinagar. P.P. Singh is working as Head of Department (Business Management) in Punjab College of Technical Education, Ludhiana. He obtained his M.Sc. from Punjabi University, Patiala and Masters in Business Administration from Kurukshetra University, Kurukshetra. He graduated in Education aslo from Kurukshetra University, Kurukshetra. His areas of interest are Business Environment, Marketing, International Marketing, Advertising, CRM, Insurance, Economics, Product and Brand Management, Organisation Behaviour.
Contents :
Foreword Preface Marketing of Services: An Introduction Managing Demand for Services Different Aspects of Yield Management Understanding the Framework for Service Marketing Management Positining and Focusing Knowledge of Buyer Behaviour in Services Customer Expectations and Identifying Customer Groups in Services Customers Perception and the Service Quality Building Customer Relationships Understanding the Service Guarantees Understanding the Different Aspects of Service Recovery Understanding the Complaint Management Creating, Delivering and Service Development and Design Understanding the Customer Defined Service Standards Aspects Related with Physical Evidence and the Servicescape Focusing on Employees' Role and Empowerment in Service Delivery Focusing on Customers' Role in Service Delivery Intermediaries and Electronic Channels The Role of Communications in Services Understanding Costs and Pricing Strategies Measurement of Benefits of Services Globalisation of Marketing of Services Glossary Index