Services marketing / Govind Apte
Material type:
TextPublication details: India Oxford University Press 2004Description: 440 pISBN: - 9780195667585
- 658.8 APT-G
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BITS Pilani Hyderabad | 650 | General Stack (For lending) | 658.8 APT-G (Browse shelf(Opens below)) | Available | 38092 |
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| 658.8 AGA-A Ultimate sales accelerator : one surprisingly powerful strategy to create epic sales in business and in life / | 658.8 ALO-I Global marketing : | 658.8 AN-C Supply chain management on demand : | 658.8 APT-G Services marketing / | 658.8 ART-O Predictive marketing : | 658.8 BAM-B 9 timeless nuggets : essential marketing for the young and ambitious / | 658.8 BHA-P Fundamentals of digital marketing / |
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, special pricing
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