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Table Of Contents

1.2 NATURE OF SERVICES
1.3 CLASSIFICATION OF SERVICE
1.4 REASONS FOR GROWTH OF SERVICES
1.5 ROLE OF SERVICES IN ECONOMY
1.8 KEYWORDS
1.9 REFERENCES / SUGGESTED READINGS
2.0 OBJECTIVES
2.1 INTRODUCTION
2.2 PRODUCT
2.3 PRICE
2.4 PLACE
2.5 PROMOTION
2.6 PEOPLE
2.7 PHYSICAL EVIDENCE
2.8 PROCESS
2.9 SUMMARY
2.10 KEYWORDS
2.11 SELF ASSESSMENT QUESTIONS
2.12 REFERENCES / SUGGESTED READINGS
3.0 OBJECTIVES
3.1 INTRODUCTION
3.3 THE COMPONENTS OF A SERVICE
3.4 MANAGEMENT OF SERVICE OFFER
3.5 THE PRODUCT LIFE-CYCLE
3.6 PROBLEM WITH THE PRODUCT LIFECYCLE
3.7 NEW SERVICE DEVELOPMENT (NSD)
3.8 NEW SERVICE DEVELOPMENT – SOME CRITICAL ISSUES
3.9 SUMMARY
3.10 KEYWORDS
3.11 SELF ASSESSMENT QUESTIONS
3.12 REFERENCES / SUGGESTED READINGS
4.0 OBJECTIVES
4.1 INTRODUCTION
4.2 CUSTOMER NEEDS AND EXPECTATIONS
4.3 DECISION MAKING ROLES
4.4 FACTORS INFLUENCING CONSUMER BEHAVIOUR
4.5 HOW CUSTOMERS EVALUATE SERVICE PERFORMANCES
4.6 SERVICE DECISION-MAKING PROCESS
4.7 PURCHASE PROCESS FOR SERVICES
4.8 SUMMARY
4.9 KEYWORDS
4.10 SELF ASSESSMENT QUESTIONS
4.11 SUGGESTED READINGS
5.0 OBJECTIVE
5.1 INTRODUCTION
5.2 THE MARKETING MIX IN SERVICES
5.3 PACKAGING OF SERVICES
5.4 BRANDING IN SERVICES
5.5 ADVERTISING OF SERVICES
5.6 SUMMARY
5.7 SELF-ASSESSMENT QUESTIONS
5.8 REFERENCES / SUGGESTED READINGS
6.0 OBJECTIVES
6.1 INTRODUCTION
6.3 COMPONENTS OF EXTERNAL MARKETING
6.4 THEMES OF EXTERNAL MARKETING CAMPAIGNS
6.5 INTERNAL MARKETING
6.6 ROLES OF A SERVICE EMPLOYEE
6.7 COMPONENTS OF INTERNAL MARKETING
6.8 SUMMARY
6.9 KEYWORDS
6.10 SELF ASSESSMENT QUESTIONS
6.11 REFERENCES / SUGGESTED READING
7.0 OBJECTIVES
7.1 INTRODUCTION
7.2 STEPS IN SERVICE DESIGN
7.3 SERVICES FAILURE
7.4 CUSTOMERS’ REACTION TOWARDS SERVICE FAILURE
7.5 ELEMENTS OF AN EFFECTIVE SERVICE RECOVERY SYSTEM:
7.7 SOLVING PROBLEMS AND PREVENTING THEIR RECURRENCE
7.8 DISCONTINUATION OF SERVICE
7.9 SUMMARY
7.10 KEYWORDS
7.11 SELF ASSESSMENT QUESTIONS
7.12 REFERENCES / SUGGESTED READINGS
8.1 INTRODUCTION
8.2 DEFINING SERVICE QUALITY
8.3 DIMENSIONS OF SERVICE QUALITY
8.4 GAPS IN SERVICE QUALITY
8.5 IMPROVING SERVICE QUALITY
8.6 SUMMARY
8.7 SELF ASSESSMENT QUESTIONS
8.8 REFERENCES / SUGGESTED READINGS
9.0 OBJECTIVE
9.1 INTRODUCTION
9.2 PRODUCTIVITY
9.3 STRATEGIES FOR PRODUCTIVITY
9.4 MANAGING CAPACITY
9.5 DIFFERENTIATION
9.6 STEPS IN DIFFERENTIATION
9.7 SUMMARY
9.8 KEYWORDS
9.9 SELF-ASSESSMENT QUESTIONS
10.0 OBJECTIVES
10.1 INTRODUCTION
10.2 PROCESS OF FINANCIAL SERVICES MARKET
10.3 FINANCIAL SERVICES AND CONSUMERS
10.4 FINANCIAL INSTITUTIONS AND FINANCIAL PRODUCTS
10.5 PHYSICAL DISTRIBUTION OF FINANCIAL SERVICES
10.6 ADVERTISING OF FINANCIAL SERVICES
10.7 BRANDING OF FINANCIAL SERVICES
10.8 MANAGEMENT OF BANKING SERVICES
10.9 MUTUAL FUND MARKETING
10.10 SUMMARY
10.11 KEYWORDS
10.12 SELF ASSESSMENT QUESTIONS
10.13 REFERENCES / SUGGESTED READINGS
11.0 OBJECTIVES
11.1 INTRODUCTION
11.2. INTERACTIVE MARKETING
11.3. MOMENTS OF TRUTH
11.4 THE SERVICE INTERACTION PROCESS
11.5 SERVICE FAILURES AND RECOVERY STRATEGIES
11.6 RELATIONSHIP MARKETING
11.7 DEVELOPING RELATIONSHIPS
11.8 SUMMARY
11.9 KEYWORDS
11.10 SELF ASSESSMENT QUESTIONS
11.11. REFERENCES / SUGGESTED READINGS
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Published by Maneesh Soni
service marketing
service marketing

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Categories:Types, Research
Published by: Maneesh Soni on Jun 12, 2013
Copyright:Attribution Non-commercial

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06/12/2013

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