TY  - BOOK
AU  - Apte,Govind
TI  - Services marketing
SN  - 0195667581
U1  - 381 
PY  - 2004///
CY  - New Delhi, New York
PB  - Oxford University Press
KW  - Service industries
KW  - India
KW  - Marketing
N1  - 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 --
ER  -