000			00356nam a2200157 4500
999			_c1837 _d1837
020			_a9788131732250
040			_cCUS
082			_a381 _bRAO/S
100			_aRao, K. Rama Mohana
245			_aServices marketing/ _cK. Rama Mohana Rao
250			_a2nd ed.
260			_aChennai: _bPearson, _c2011.
300			_axxxiv, 546 pages _bill. _c26 cm.
505			_aIntroduction to Services Marketing 1 Core Concepts 22 Introduction 23 p Database Marketing 38 The Marketing Environment 42 Other Divisions of the Company 45 The Services Sector in the Indian Economy 59 WM Service Tax 69 Consumer Behaviour in Services 91 The Potential Market for a Host of Services 99 Marketing Information System and Research 117 g Information Technology and Marketing Information System 124 Services Strategy 149 Market Segmentation 169 g Technographic Segmentation 177 Competition Analysis and Strategies 184 Service Demand Management 199 Demand Variations 205 HI Top 70 Predictions for the ITITeS Sector in India 214 The Service Product 219 Service Branding and Positioning 242 Physical Evidence 259 Pricing 275 Distribution 291 g Services eRetailing 301 Internal Marketing 308 External Marketing 327 Interactive Marketing 347 Service Quality Management 373 Service Quality Management 374 Service Failures and Recovery 396 Customer Relationship Management 414 g Market for eCRM 434 International Marketing of Services 440 Consumer Protection in Services 459 g National Consumer Disputes Redressal Commission 471 gj Disruption of Services by Illegal Strikes 478 Services Marketing in India 487 Pricing 500 Marketing of Educational Services 508 Kaya Skin Clinicsn 523 Restructuring for Growth 525 McDonalds in India 527 Subways Marketing Strategy in India 531 Service with a Difference 535
650			_aService industries--Marketing
650			_aMarketing
650			_aCustomer services
942			_cWB16