Services Marketing

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The last thirty years have witnessed a steady increase in the contribution of the services sector to economic growth. In fact, the contribution of services to the economies of the USA—the first to be declared a service economy with the services sector contributing more than 50 per cent of the GDP—and other developed countries continues to grow even now. However, in recent times, even developing economies have come to rely on the services sector for economic growth. Organizations have come to realize that services—characterized by intangibility, perishability and variability—are different from goods; hence, their marketing requires the use of specifically formulated strategies. It is no surprise then that services marketing have evolved as a specialized branch of study. Present-day managers need this knowledge to effectively drive the growth of their organizations. The second edition of Services Marketing, with an enhanced conceptual foundation, meets this requirement of students, managers and marketing professionals. This thoroughly revised and updated edition retains the best-loved features of the first edition, while improving on the pedagogy. The enhanced pedagogy and coverage in this edition in conjunction with the lucid and pithy style of the author make this book perfect for students of business administration, commerce and management. Salient Features New Chapters: Seven new chapters added to ensure comprehensive coverage of concepts: ‘Marketing Management: Core Concepts’; ‘Marketing Environment’; ‘Marketing Information System and Research’; ‘Competition Analysis and Strategies’; ‘Services Branding and Positioning’; ‘Service Failures and Recovery’; and ‘International Services Marketing’ Improved Pedagogy: Opening vignettes, case lets, margin notes and assignments added to each chapter to highlight real-problems and organizational strategies and to foster the analytical and problem-solving abilities of students Cases: Five short cases appended at the end of the book to encourage students to explore the real-world problems that services organizations face Enhanced Teaching and Learning Package: Supplements comprise an online question bank for students, and PowerPoint lecture slides and instructors’ manual for instructors Table of Contents Preface 1. Introduction to Services Marketing 2. Marketing Management: Core Concepts 3. The Marketing Environment 4. The Services Sector in the Indian Economy 5. Consumer Behavior in Services 6. Marketing Information System and Research 7. Services Strategy 8. Market Segmentation 9. Competition Analysis and Strategies 10. Service Demand Management 11. The Service Product 12. Service Branding and Positioning 13. Physical Evidence 14. Pricing 15. Distribution 16. Internal Marketing 17. External Marketing 18. Interactive Marketing 19. Service Quality Management 20. Service Failures and Recovery 21. Customer Relationship Management 22. International Marketing of Services 23. Consumer Protection in Services 24. Services Marketing in India Case 1. Beauty Care by Marico: Kaya Skin Clinics Case 2. Life Insurance Corporation: Restructuring for Growth Case 3. McDonald’s in India Case 4. Subway’s Marketing Strategy in India Case 5. Cox and Kings: Service with a Difference Index