Services Marketing: Text and Cases

Services Marketing: Text and Cases

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The second edition of Services Marketing: Text and Cases takes a leap forward to develop a strategic perspective to the service marketing framework. Extensively revised and restructured, this edition includes five additional chapters aimed at widening the reader's horizons for a richer learning experience. The book begins with an initiation into the field of services and then develops an appreciation of the service marketing system. The focus is then directed at service strategy and the creation of sustainable differentiation. The book finally looks at the management of operational issues such as quality, demand matching, recovery and empowerment.Thatis, thecost ofspending timeatattending the household activities increases. ... The maintenance of life beyond acertainagerequires support of services, like entertainment, recreation, financial planning ... to be under the scanner of the environment groups and have to follow amazeofrules thatgovern the pollutingindustries. ... Butnowthe list includes Maruti, GM, Ford, Hyundai, Mercedes, Honda andToyota.

Title:Services Marketing: Text and Cases
Author:Harsh V. Verma
Publisher:Pearson Education India -


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