• Embed Doc
  • Copy Link
  • Readcast
  • Collections
  • 2
    CommentGo Back
Download
MARKETING OF SERVICES: AN INTRODUCTION
UNIT 1
Marketing of Services: Conceptual Framework
5
UNIT 2
Role of Services in Economy
20
UNIT 3
International Trade in Services, The WTO, and India
37
UNIT 4
Consumer Behaviour in Services
53
1
1
MS-65
Marketing of Services
Indira Gandhi
National Open University
School of Management Studies
Block
Marketing of Services:
An Introduction
2
Course Revision Team (2004)
Prof. Ravi Shankar
Dr. Tapan K. Panda
Prof. B.B. Khanna
Course Editor
IIM, Khozikode
Director
IIFT, New Delhi
Calicut
School of Management Studies
IGNOU, New Delhi
Prof. Madhulika Kaushik
Dr. Rupa Chanda
Dr. Kamal Yadava
School of Management Studies
IIM, Bangalore
Course Coordinator and Editor
IGNOU, New Delhi
School of Management Studies
IGNOU, New Delhi
Prof. Rajat Kathuria
IMI, New Delhi
Course Preparation Team*
Prof. L.M. Johari
Dr. V. Chandrashekhar
Prof. J.B. Nadda
FMS, Delhi University
Mahindra Days Hotels &
Goa University
Delhi
Resorts, Bangalore
Goa
Prof. J.D. Singh
Ms. Sudha Tewari
Mr. M. Venkateswaran
IMI
Parivar Seva Sansthan
Transportation Corporation of
New Delhi
New Delhi
India, Hyderabad
Prof. P.K. Sinha
Mr. Pramod Batra
Prof. Rakesh Khurana
IIM
EHIRC
School of Management Studies
Bangalore
New Delhi
IGNOU, New Delhi
Mr. Amrish Sehgal
Ms. Rekha Shetty
Prof. Madhulika Kaushik
Bhutan Tourism Dev. Corpn. Apollo Hospitals
School of Management Studies
Bhutan
Madras
IGNOU, New Delhi
Mr. D. Ramdas
Ms. Malabika Shaw
Mr. Kamal Yadava
Management Consultant
AIMA
School of Management Studies
New Delhi
New Delhi
IGNOU, New Delhi
Prof. M.L. Agarwal
Mr. Saurabh Khosla
XLRI
Tulika Advertising Agency
Jameshedpur
New Delhi
Mr. Arun Shankar
Mr. Sanjeev Bhikchandani
Citi Bank
Sanka Information Pvt. Ltd.,
New Delhi
New Delhi
*The course was initially prepared by these experts and the present material is the revised version. The
profile of the Course Preparation Team given is as it was on the date of initial print.
June, 2004 (Revision)
\u00a9 Indira Gandhi National Open University, 2004
ISBN-81-266-1276-2
All rights reserved. No part of this work may be reproduced in any form, by mimeograph or any
other means, without permission in writing from the Indira Gandhi National Open University.
Further information about the Indira Gandhi National Open University courses may be obtained
from the University\u2019s Office at Maidan Garhi, New Delhi-110 068.
Printed and published on behalf of the Indira Gandhi National Open University, New Delhi,
by Director, School of Management Studies.
Paper Used: Agro-based Environment Friendly
Cover Design by: H.D. Computers, Inderpuri, New Delhi.
Laser Composed by: ICON Printographics, B-107 Fateh Nagar, New Delhi-110 018
Printed at: Akashdeep Printers, Darya Ganj, New Delhi.
Print Production
Mr. A.S. Chhatwal,
Mr. Tilak Raj
Ms Sumathy
Asstt. Registrar (Publication), Sr. Scale,
S.O. (Publication),
Proof Reader
SOMS, IGNOU
SOMS, IGNOU
SOMS, IGNOU
3
BLOCK 1 MARKETING OF SERVICES :
AN INTRODUCTION
The first block of the course is concerned with the conceptual framework
regarding services marketing and also gives the role of services in national

economies as well as international trade. The block consists of four units. The first unit entitled \u2018Marketing of Services : Conceptual Framework\u2019 explains as to why marketing practices and applications need to be specifically evolved for services, as they are in certain characteristics distinct from goods. The unit

deals with the concept of a service and its classifications, the difference
between goods and services, the marketing implications of these differences and
the service marketing mix.

The second unit on \u2018Role of Services in Economy\u2019 brings about the importance
of service sector in the national economies. The unit outlines details of
international as well as Indian scenario. It also brings out brief details of some
important service sectors in India. The next unit is on \u2018International Trade in
Services, The WTO, and India\u2019. It outlines recent trends in international trade
in services, provides an overview of GATS and India\u2019s negotiating strategy and
domestic reforms. The last unit of the block gives details of consumer

behaviour in services.
of 00

Leave a Comment

You must be to leave a comment.
Submit
Characters: ...
03 / 18 / 2010This doucment made it onto the Rising List!
You must be to leave a comment.
Submit
Characters: ...