Nature and growth of services-characteristics-classification-service market potential-marketing mix for services-service quality-introduction to gap model and SERVQUAL and dimensions.
Assessing marketing opportunities-customer expectations and perceptions of services-customer behaviour specific to usage of services-service market segmentation- market targeting and selection
Levels of service product-service life cycle- new service development-service blue printing- physical evidence and service scope- competitive differentiation of service-service positioning strategies-developing positioning maps-pricing of services- methods and specific issues
People in services-service process- distributing service-direct distribution –channel functions- channels selection- impact of information technology-designing communications mix of promoting services- building service customer relationships and service recovery- role of internal marketing in service delivery.
Formulating service marketing strategies for health, hospitality, tourism, logistics, financial, information technology, educational, entertainment and public utility services
Reference Book:
1.Kenneth E Clow,et.al Services Marketing Operation management and Strategy, Biztantra, New Delhi. 2.Christian Gronroos,Services Management and Marketing a CRM approach, John Wiley and Sons,England 3. Bhattacharjee, Services Management, An Indian Respective, Jaico Publishing House, Chennai . 4.Nimit Chowdhary and Mnica Chowdhary, Text book of marketing of Services ,the Indian Experience, MacMillan Publishing company,New Delhi 5. Principles of Service Marketing and Management (2nd Edition) 2nd Edition by Christopher Lovelock(Author), Lauren Wright(Author) Prentice Hall; 2 edition (August 4, 2018)
Text Book:
1. Christopher H.Lovelock,Jochen Wirtz, Service Marketing, pearson Education,New Delhi. 2. Halen Woodroffe, Service marketing, McMillan Publishing Co, New Delhi
