About the book

Services Marketing: Text and Readings is an anthology of original works of corporate leaders from the Indian services sector. In addition, a detailed section deals with the conceptual issues of services marketing.The organisation of the book is as follows:Services Marketing: Conceptual Issues Understanding Services Phenomenon, Role of Services in Economy, Services Characteristics and Marketing Implications, Marketing Mix in Services: The Traditional 4Ps, Extended Marketing Mix for Services, Differentiation Strategies, Demand Management and Productivity, Services Quality, Services Strategies.Sector Specific Marketing: Challenges and Practices Transportation and Logistics Services, Financial Services, Information Technology and Communication Services, Media Services, Health Care Services, Professional Services, Educational and Extension Services, Public Services.

Content:

Part I: Services Marketing: Conceptual Issues

Part II: Tourism and Travel Services

Part III: transportation and Logistics Services

Part IV: Financial Services

Part V: Information Technology and Communication Services

Part VI: Media Services Marketing

Part VII: Health Care Services

Part VIII: Professional Services

Part IX: Education and Extension Services

Part X: Public Services