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Today, there’s a larger store of knowledge available on service management, not only in marketing but also in functions that necessarily interact with marketing, such as human resources and operations. Service industries continue to face dramatic changes in their environment, ranging from developments in computerisation and telecommunications (including the Internet) to the emergence of a global marketplace. Perhaps the most significant trend–representing both a threat and an opportunity. The theme of this book is that service organisations differ in many important respects from manufacturing business, strategy, requiring a distinctive approach to planning and implementing marketing strategy. The distincting features of our text and the new features in this book include the following:
• Greater emphasis on the topic of service quality than existing marketing and service marketing texts.
• Increased focus on customer expectations and perceptions and what they imply for marketers.
• Increased coverage of business-to-business application.
• A chapter on service recovery that includes a conceptual for understanding the topic.
• A chapter on the financial and economic impact of service quality.
• Introduction of three service Ps to the traditional marketing mix and increased focus on customer relationships marketing strategies.
• A chapter on the role of physical evidence, particularly the physical environment or “servicescape.”
The title Services Marketing also accentuates the facts that our book is not just about the “marketing services.” We are also interested in such things as service delivery and improving service over time. Though the authors has taken very special care to preparing this book, yet they are fully aware about their limitations. Compilation of this book is made for specially to meet the requirements of M.B.A. and other professional courses.ISBN-9788174733426
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