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Book ISBN
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978-93-87684-56-0
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Title
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Services Marketing
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Price
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395/-
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Pages
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458 pages
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Publishing Year
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2019
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Edition
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1st
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Author Name
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Prof. M.K. Rampal and
Dr. Rajeshwari Malik
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Contents
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1. Services Marketing — An Introduction; 2. Services
Marketing Management Process–I (Process, Business
Environment, Segmentation); 3. Services Marketing
Management Process–II (Targeting, Positioning and
Branding); 4. Consumer Behaviour; 5. Monitoring
and Measuring Customer Satisfaction; 6. Services
Quality Measurement; 7. Marketing Mix of Services
Marketing; 8. Pricing of Services; 9. Managing People;
10. Distribution of Services (Place); 11. Integrated
Communication Mix : Promotion; 12. Service
Marketing Triangle; 13. Physical Evidence; 14. Impact
of Technology and Globalisation on Services Marketing;
15. Cases in Services Marketing.
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About the Author
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Prof. M.K. Rampal, PGDBA, LL.B, B.Sc. Engg..
Dr. Rajeshwari Malik, Associate Professor; Department
of Management & Commerce, Maharaja Surajmal
Institute, GGSIP University, Delhi.
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