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Services Marketing Book
This is a comprehensive textbook designed to meet the requirements of MBA students in Indian business schools. It deals with the marketing of services as a separate discipline as distinct from conventional business marketing. It presents its core concepts, and elucidates them through managerial applications. The book provides in-depth coverage of themes unique to the understanding of the subject. Among important topics discussed are: the elements of the marketing mix (people and the physical evidence of a service), the gap between expected and perceived service, customers' role in service delivery, and special pricing.Read More
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- 0195667581
- 9780195667585
- Govind Apte
- 13 May 2004
- OUP India
- Hardcover (Book)
- 440
- illustrated edition
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