SPD Services Marketing (English, Paperback, Balachandran Sarojini...

more

"The Service sector is the fastest growing sector in all economies around the world. The significant nature of this sector is that change is not only rapid, but is also often discontinuous. Businesses which were the rage some time back have disappeared. New businesses, unknown till now, have become dominant. Services are integral parts of, and are influencing the management and growth of, other sectors of the economy. Naturally, the service business attracts the attention of academicians all the time. This book tries to incorporate the latest thoughts on the subject. No book on services will be up-to-date, for the simple reason that changes, and obsolescence, occur at a very rapid rate. This book deals with the service sector in the Indian context. Service being a heavily person-oriented business and because individual attitudes and behaviours are influenced by the culture of the environment, the context is important. The context is also important, because markets consist of people. This book draws heavily from a variety of services, to illustrate the concepts that are dealt with. These illustrations should enable the readers to relate to the contents of the book with much greater ease. About the Author S. Balachandran is a management consultant based in Mumbai. He had worked earlier in senior positions in the Life Insurance Corporation of India and as Faculty Member in the National Insurance Academy. He has been visiting faculty in management institutes and organisations both in the public and in the private sector. He is also associated with the Insurance Institute of India, the Indian Institute for Banking and Finance and the Indira Gandhi National Open University, developing courses and course materials. He has written several books and published articles in leading national newspapers and journals. His earlier books are on Managing Change, Trainer Effectiveness, Ethics and Indian Ethos, Managing Services and Events Management. His last book ‘Nothing is Absolute’ is a handy book of interest to every body, about communication and interpersonal relations: how misunderstandings happen and ways to avoid them. Table of Contents Preface Part 1: Services Chapter 1: Introduction Chapter 2: The Distinguishing Characteristics Chapter 3: Customers Chapter 4: Significant Wants - I Chapter 5: Significant wants - II Chapter 6: Security Part 2: Marketing Chapter 7: Marketing Concepts Chapter 8: Market Segmentation Chapter 9: The Marketing Mix Chapter 10: Market Research Chapter 11: Marketing Strategies Chapter 12: Positioning and Branding Chapter 13: Building Relationships Part 3: Product Chapter 14: The Product Chapter 15: Delivery System Chapter 16: Product Life Cycle Part 4: People Chapter 17: People Chapter 18: The Middle Manager Chapter 19: Appraisals Chapter 20: Culture Part 5: Quality Chapter 21: Quality Chapter 22: Moments Of Truth Chapter 23: Grievances And Complaints Chapter 24: Strategies For Growth Chapter 25: Critical Areas For Change Chapter 26: Ethical Issues Part 6: Few Selected Service Industries 1: General Insurance 2: Life Insurance 3: Public Services 4: Hospital 5: Tourism 6: Logistics Annexure 1 Annexure 2 Bibliography