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Services Marketing | MBA 4th Sem | Andhra University
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
₹170.00
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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 - IVAccording to the syllabus of ‘Andhra University, Vishakhapatnam’SERVICES MARKETING Objective: to enlighten the students with the Concepts and Practical applications of Services Marketing. Unit-IIntroduction to Services Marketing: Importance and characteristics of Services: Growth of Services Sector; Services in the Indian Economy; Services Strategy. Unit-IIConsumer Behaviour in Services; Market Segmentation and Services Positioning; Service Demand Management Designing and Managing Service Product. Unit-IIIService 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-IVService Distribution – Managing Physical Evidence – Internal Marketing. Unit-VExternal 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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