Services Marketing

Product Description
This is a comprehensive textbook designed to meet the requirements of MBA students in Indian business schools. It deals with the marketing of services as a separate discipline as distinct from conventional business marketing. It presents its core concepts, and elucidates them through managerial applications. The book provides in-depth coverage of themes unique to the understanding of the subject. Among important topics discussed are: the elements of the marketing mix (people and the physical evidence of a service), the gap between expected and perceived service, customers' role in service delivery, and special pricing.
About the Author
Govind Apte is an alumnus of the Indian Institute of Management, Ahmedabad, with twenty-three years of industry experience. He has several years of teaching experience at the Symbiosis Institute of Management Studies, Pune. His experience in executive training covers various service sectors, such as banking and finance, telecom, hospitality, airlines, and healthcare.