SERVICES MARKETING syllabus

                                                     
Objective: to enlighten the students with the Concepts and Practical applications of Services
Marketing.
Unit – I: Introduction to Services Marketing: Importance and characteristics of Services: Growth
of Services Sector; Services in the Indian Economy; Services Strategy.
Unit – II: Consumer Behaviour in Services; Market Segmentation and Services Positioning;
Service Demand Management Designing and Managing Service Product.
Unit – III: Service quality Management: Service Quality Audit – GAP Model of Service Quality
– Total quality Services Marketing – Service Excellence, Pricing of Services – Pricing Strategies
Linked to Value Perceptions.
Unit – IV: Service Distribution – Managing Physical Evidence – Internal Marketing.
Unit – V: External Marketing: Word of Mouth Communication. Interactive Marketing:
Management of Moments of Truth - Service Deficiencies - consumer Grievance Recovery
Strategies.
(Case Studies are Compulsory)
Suggested Books:
1. K.Rama Mohana Rao: Services Marketing, Pearson Education, New Delhi.
2. Valeri Zeithmal and Mary Jo Bunter: Services Marketing, Tata McGraw Hill, New Delhi.
3. Apte – Services Marketing, Oxford University Press.
4. Bhattacharya: Servies Marketing, Excel Publishers.
5. Christopher Lovelock: Services Marketing, Pearson Education, Delhi.
6. Ravi Shanker: Services Marketing: Indian Perspectives, Excel Publishers.
7. Christian Gronrose: Services Management and Marketing, Maxwell Macmillan.
8. Kenneth E.Clow & David L.Kurtz, Servies Marketing, Wiley India, New Delhi.
9. S.L.Gupta, Marketing of Services, Wisdom Publication.