Services Marketing | MBA 4th Sem | Andhra University

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Services Marketing Book for MBA 4th Semester Andhra University
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Buy Latest Services Marketing  Book for Mba 4th Semester in English language specially designed for AU ( Andhra University , Andhra Pradesh) By Thakur publication.

Tripti Singh Chowdhury & Amit Kumar

MBA, Semester - IV
According to the syllabus of ‘Andhra University, Vishakhapatnam’
SERVICES MARKETING
 
Objective: to enlighten the students with the Concepts and Practical applications of Services Marketing.
 
Unit-I
Introduction to Services Marketing: Importance and characteristics of Services: Growth of Services Sector; Services in the Indian Economy; Services Strategy.
 
Unit-II
Consumer Behaviour in Services; Market Segmentation and Services Positioning; Service Demand Management Designing and Managing Service Product.
 
Unit-III
Service quality Management: Service Quality Audit – GAP Model of Service Quality – Total quality Services Marketing – Service Excellence, Pricing of Services – Pricing Strategies Linked to Value Perceptions.
 
Unit-IV
Service Distribution – Managing Physical Evidence – Internal Marketing.
 
Unit-V
External Marketing: Word of Mouth Communication. Interactive Marketing: Management of Moments of Truth - Service Deficiencies - consumer Grievance Recovery Strategies.
 
(Case Studies are Compulsory)
AU2018/MBA/2/8
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