Services Marketing (Text and Cases in Indian Context)

ISBN Number : 978-93-5142-946-3

Student Price : Rs.598

Student Dollar Price : 24$

Book Edition : First

Year of Publication : 2023

No. Of Pages : 374

Book Weight :520

About The Book

Marketing of Services is gathering importance day by day. The service industry has been growing during the recent past due to various reasons. Factors like increasing affluence, desire to use leisure time, availability of credit cards and credit facilities, increasing availability of new products and gadgets, etc., have contributed to the growth of service industries in India.

The share of the services sector-which already contributes to almost 50 percent to gross domestic product (GDP)-in generating income and providing employment in both the organised as well as the unorganised sector, is set to rise further in the coming decade. The segments of service industry in India with the highest growth rate include Insurance, Banking, Internet Advertising, Organised Retailing, Live Entertainment, Health and Tourism. Due to this positive trend, opportunities for placement for MBA students are also excellent in the service industries.

A thorough understanding of the concepts, theories and applications of Services Marketing as a subject is, therefore, becoming all the more important for management students. The purpose of this book is to meet this requirement of our students.

This book provides students with the fundamentals of the concepts and theories of Services Marketing, and also their practical applications as practised by service marketers in Indian context. The book is profusely illustrated with examples of service industries in India, to help the students to understand the concepts easily. The chapters are sprinkled with live case studies of services from our country.

This book is written in simple language, using a lucid style, without diluting the conceptual qualities of the subject, and will be a useful textbook for the students and faculty for MBA in most of the universities in India. It will also be useful as a reference manual for service marketing professionals.

Contents :

1. Introduction to Services
2. Service Quality-The GAPS Analysis Approach
3. Consumer Behaviour in Services
4. Marketing Research in Services
5. Relationship Marketing
6. Service Standards
7. Service Design and Positioning
8. Role of Employees in Services Marketing
9. Role of Customers in Service Marketing
10. Service Intermediaries
11. Managing Demand and Capacity
12. Role of Marketing Communications in Services
13. Pricing of Services
14. Physical Evidence in Services
15. Applications of Services Marketing
16. Retail Management
17. Insurance Marketing

About The Author

Dr. K. Karunakaran is presently Professor at St. Josephs College of Commerce, (Autonomous), Bengaluru, and Academic Consultant. He retired as General Manager from the Fertilisers and Chemicals Travancore Ltd, Kochi, one of the largest Public Sector Enterprises in India, after a long service of 33 years. Being a prolific writer, he has published more than twenty six books, most of which are prescribed texts and study materials for the MBA and M.Com. courses of various Indian Universities. He has also published a photo-journalism themed book Temples and Legends of Karnataka which covers the details of the origin, history, architectural significance and fascinating legends of 108 temples. He has contributed several research papers and articles in leading newspapers like Economic Times, News Time, Deccan Chronicle, The Hindu and Deccan Herald. He has been a recipient of the Fertiliser Association of Indias National Level Award for the Best Article on Marketing for two years. He is also an accomplished artist and has held many solo exhibitions of his paintings. He is an active life member of the NGO People for Animals.

Dr. Karunakaran has obtained certification as an Accredited Management Teacher (AMT) conferred by the All India Management Association (AIMA), New Delhi. He is the proud winner of the Dr. Sarvepalli Radhakrishnan DISTINGUISHED PROFESSOR National Award, 2021, in Marketing Management, conferred by the Center for Professional Advancement and Dr. Sarvepalli Radhakrishnan BEST TEACHER National Award, 2022, in Marketing Management, conferred by the International Multidisciplinary Research Foundation.

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