BA6002-SERVICES MARKETING |
INTRODUCTION |
Definition – Service Economy – Evolution and Growth of Service Sector – Nature and Scope of
Services – Unique Characteristics of Services – Challenges and Issues in Services Marketing. |
SERVICE MARKETING OPPORTUNITIES |
Assessing Service Market Potential – Classification of Services – Expanded Marketing Mix –
Service Marketing – Environment and Trends – Service Market Segmentation, Targeting and
Positioning. |
SERVICE DESIGN AND DEVELOPMENT |
Service Life Cycle – New Service Development – Service Blue Printing – Gap’s Model of Service
Quality – Measuring Service Quality – SERVQUAL – Service Quality Function Development.
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SERVICE DELIVERY AND PROMOTION |
Positioning of Services – Designing Service Delivery System, Service Channel – Pricing of
Services, Methods – Service Marketing Triangle – Integrated Service Marketing Communication.
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SERVICE STRATEGIES |
Service Marketing Strategies for Health – Hospitality – Tourism – Financial – Logistics –
Educational – Entertainment and Public Utility Information Technique Services – Case Studies. |
Text Books |
1. Chiristropher H.Lovelock and Jochen Wirtz, Services Marketing, Pearson Education, New
Delhi, 2004.
2. C Bhattacharjee, Services Marketing Concepts, Planning and Implementation, 1st Edition,
Excel books, 2006 |
Reference Books |
1. Hoffman, Marketing of Services, Cengage Learning, 1st Edition, 2008.
2. K. Douglas Hoffman et al, Essentials of Service Marketing: Concepts, Strategies and Cases,
Thomson Learning, 2nd Edition. 2002.
3. Halen Woodroffe, Services Marketing, MacMillan, 2003.
4. Christian Gronroos, Services Management and Marketing a CRM Approach, John Wiley,
2001. |