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- B Tech
Services Marketing
₹160.00
Tax excluded
ISBN- 978-93-90972-11-1
AUTHORS- Dr. Anjali , Prof. Parvinder Singh Bajwa
Syllabus
SERVICES MARKETING
(BBA 611-18)
Unit-I
Introduction of Service Marketing: Introduction, Meaning of Services, Service and Technology, Characteristics of Services Compared to Goods, Services Marketing Mix, Growth of Service Sector and Service Industry.
Unit-II
Focus on Customer: Consumer Behaviour in Services, Customer Expectations of Services, Customer Perception of Services, Building Customer Relationships, Customer Defined Service Standards, Service Recovery.
Unit-III
Integrated Services Marketing Communication, Pricing of Services, Service Innovation and Design, Physical Evidence and Servicescape, Managing Demand and Capacity of Services.
Unit-IV
Service Delivery: Employees Role in Service Delivery, Customer Role in Service Delivery, Delivering Services through Intermediaries and Electronic Channels, GAPS Model of Service Quality, Ethical Aspects in Service Marketing.
PTU2021/BBA(MKT.)/6/03
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