Services marketing/
Govind Apte.
- New Delhi ; New York : Oxford University Press, 2004.
- xi, 440 p. : ill. 25 cm.
1. Services : characteristics and categories -- 2. Trends in service marketing -- 3. Consumer behaviour -- 4. Marketing mix elements for services -- 5. Product, promotion, price, and distribution -- 6. Role of people in services marketing -- 7. Physical evidence of a service -- 8. Service quality, measurement, and control -- 9. Demand and supply management -- 10. Marketing research in services marketing -- 11. Management of the services marketing effort -- 12. Service tax provisions --