Introduction Growth of the service sector. The concept of service. Characteristics of Service –
Classification of service – Designing of the service, blueprinting, using technology developing, human
resources, building service aspirations. |
The Seven Ps: Product decision, Pricing, Strategies and tactics, Promotion of service and placing
of distribution methods for services. Additional dimension in services marketing – People, physical
evidence and process. |
1. Adrhian Payne, The Essence of Marketing New Delhi, Prentice Hall of India Pvt. Ltd., yr.2001.
2. Chistopher lovelock, Services Marketing, 4th edn, Pearson Education Asia, 2001.
3. K. Douglas Hoffman, John. E.G. Bateson, Essentials of Service Marketing, 2nd edn, Thomson –
South Western yr.2002.
4. Helen Woodroffe – Services Marketing, Mcmillan India Ltd., yr 1997.
5. S.M. Jha, Services Marketing, New Delhi Himalaya Publishing House.
6. Julian J.Gibars, Building buyer Relationship; Macmillan India Ltd., 1998.
7. Valarie A. Zeithmal & Mary JoBitner, Services Marketing, New Delhi, Tata Mcgraw Hill
Publishing Co. yr. 2000. |