Services Marketing

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Buy Latest Services Marketing Book for Mba 4th Semester in English language specially designed for BU ( Bharathiar University,Tamil Nadu) By Thakur publication.

Supriya Singh and Naina Agarwal

MBA Bharathiar University, Fourth Semester

Syllabus

SERVICES MARKETING

Unit-I

Services Marketing – Meaning – Nature of Services – Types and Importance –Relationship Marketing – Mission, Strategy, Elements of Design, Marketing Plan Market Segmentation.

Unit-II

Marketing Mix Decisions: Unique Features of Developing, Pricing, Promoting and Distributing Services – Positioning and Differentiations Strategies, Quality of Service Industries – Achievement and Maintenance, Customer Support Service.

Unit-III

Marketing of Hospitality: Perspectives of Tourism, Hotel and Travel Services – Airlines, Railway, Passenger and Goods Transport – Leisure Services.

Unit-IV

Marketing of Financial Services: Concept – Features of Banking, Insurance, Lease, Mutual Fund, Factoring, Portfolio and Financial Intermediary Services.

Unit-V

Marketing of Non-Profit Organizations: Services Offered by Charities – Educational Service – Miscellaneous Services – Power and Telecommunication.

Reference BHU/MBA/4/11

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