Service Marketing

Service Marketing Book for Mba 3rd Semester Anna University
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Buy Latest Service Marketing Book for Mba 3rd Semester in English language specially designed for ( Anna University, Tamil Nadu) By Thakur publication.

ISBN - 978-93-5480-490-8

Authors - Dr. P. T. Vijaya Rajakumar , Dr. V. Mohanasundaram , Dr. S. Ravi Shankar  

Anna University, MBA, Third Semester
Syllabus
 
SERVICES MARKETING
 
UNIT I
INTRODUCTION 
Definition – Service Economy – Evolution and growth of service sector – Nature and Scope of Services – Unique characteristics of services - Challenges and issues in Services Marketing.
 
UNIT II
SERVICE MARKETING OPPORTUNITIES 
Assessing service market potential - Classification of services – Expanded marketing mix – Service marketing – Environment and trends – Service market segmentation, targeting and positioning.
 
UNIT III
SERVICE DESIGN AND DEVELOPMENT 
Service Life Cycle – New service development – Service Blue Printing – GAP model of service quality – Measuring service quality – SERVQUAL – Service Quality function development.
 
UNIT IV
SERVICE DELIVERY AND PROMOTION 
Positioning of services – Designing service delivery System, Service Channel – Pricing of services, methods – Service marketing triangle - Integrated Service marketing communication.
 
UNIT V
SERVICE STRATEGIES 
Service Marketing Strategies for health – Hospitality – Tourism – Financial – Logistics - Educational – Entertainment & public utility Information technique Services
AUC2022/MBA/03/08
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