Strategic Marketing Management and Tactics in the Service Industry 1st edition by Tulika Sood – Ebook PDF Instant Download/Delivery: 1522524754, 978-1522524755
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Product details:
ISBN 10: 1522524754
ISBN 13: 978-1522524755
Author: Tulika Sood
“This book focuses on knowledge needed to implement service strategies for competitive advantage across industries. Each of the topics covered in the book represents a pivotal content for tomorrow’s businesses as they attempt to build strong relationships with their customers. It covers topics such as customer expectations and perceptions, service quality, and marketing”–
Strategic Marketing Management and Tactics in the Service Industry 1st Table of contents:
Chapter 1: Service Marketing
ABSTRACT
INTRODUCTION: THE SERVICES CONCEPT
SERVICE: FEATURES
CLASSIFICATION OF SERVICES
NEED FOR SERVICES MARKETING
SERVICE MARKETING MIX
THE PRODUCT IN SERVICE
PRICE IN SERVICES
PROMOTION OF SERVICES
PLACE DECISIONS IN SERVICES
PEOPLE IN SERVICES
SERVICE PROCESS DESIGN
PHYSICAL EVIDENCE IN SERVICES
CONCLUSION
REFERENCES
ADDITIONAL READING
Chapter 2: Services Marketing
ABSTRACT
INTRODUCTION: SERVICES
SERVICE SECTOR IN INDIA
GROWTH AND FUTURE OF SERVICE INDUSTRY IN INDIA
INVESTMENTS
GOVERNMENT INITIATIVES
SNAPSHOT OF THE SERVICE SECTOR
TOURISM
FINANCIAL SERVICES
CHALLENGES FACED IN THE SERVICE SECTOR
CONCLUSION
REFERENCES
ENDNOTE
Chapter 3: Marketing of Services
ABSTRACT
INTRODUCTION
CHARACTERISTICS OF SERVICES
DIFFERENCES BETWEEN GOODS AND SERVICES
‘8 PS’ OF SERVICES
CONSUMER BEHAVIOR IN SERVICE
CONSUMER DECISION MAKING PROCESS IN SERVICES MARKETING
ORGANIZATION FOR SERVICE
STRUCTURE OF ORGANIZATIONS
CULTURE OF ORGANIZATIONS
HOFSTEDE’S CULTURAL DIMENSIONS
DESIGN OF THE SERVICE
THE QUALITY IN SERVICE
MYTHS OF SERVICE MARKETING
CONCLUSION
REFERENCES
Chapter 4: An Analysis of the Relationship between Quality Factors and Customer Loyalty for Success of Firms in the Service Industry
ABSTRACT
INTRODUCTION
BACKGROUND
MAIN FOCUS OF THE CHAPTER
RESULTS
REGRESSION MODEL
SOLUTIONS AND RECOMMENDATIONS
FUTURE RESEARCH DIRECTIONS
CONCLUSION
REFERENCES
KEY TERMS AND DEFINITIONS
APPENDIX A
APPENDIX B
Chapter 5: Marketing of Banking Services in India
ABSTRACT
OBJECTIVES OF THE CHAPTER
CASE LET ON CYBER CRIMES IN THE BANKING SYSTEM
INTRODUCTION
BACKGROUND AT A GLANCE
CHARACTERISTICS AND SCOPE
SERVICE QUALITY AND CUSTOMER SATISFACTION
FUTURE RESEARCH DIRECTIONS
CONCLUSION
REFERENCES
ADDITIONAL READING
KEY TERMS AND DEFINITIONS
APPENDIX: ABBREVIATIONS
Chapter 6: Mutual Fund
ABSTRACT
CHAPTER OBJECTIVES·
INTRODUCTION
BACKGROUND
TYPES OF MUTUAL FUNDS SCHEMES
MARKING MIX OF MUTUAL FUNDS INDUSTRY
DISTRIBUTION CHHANELS
ADVERTISEMENT OF MUTUAL FUNDS
METHODS ADOPTED BY AMC FOR PROMTION AND CAMAIGNING OF MUTUAL FUNDS
MARKETING STRATEGIES ADOPTED BY MUTUAL FUNDS
MARKETING OF MUTUAL FUNDS AND ITS CHALLENGES
CONCLUSION
REFERENCES
ADDITIONAL READING
Chapter 7: Marketing of Microfinance for Rural Women
ABSTRACT
OBJECTIVE OF THE CHAPTER
CASE LET: RAMDEVRA SELF HELP GROUP (SHG)
INTRODUCTION
CHARACTERISTICS AND SCOPE
GROWTH
CHALLENGES
MARKETING MIX
SERVICE INDUSTRY AND CUSTOMER SATISFACTION
SERVICE QUALITY
CONCLUSION
REFERENCES
Chapter 8: Marketing of Agricultural Commodities in India
ABSTRACT
OBJECTIVES OF THE CHAPTER
CASE LET
INTRODUCTION
BACKGROUND
FUTURE RESEARCH DIRECTIONS
CONCLUSION
REFERENCES
ADDITIONAL READING
KEY TERMS AND DEFINITIONS
APPENDIX: ABBREVIATIONS
Chapter 9: Hospitality Marketing
ABSTRACT
CHAPTER OBJECTIVES
CASE STUDY: TRAVEL INN- AN INTEGRATED APPROACH TO MARKETING
INTRODUCTION
INTRODUCTION TO HOSPITALITY MARKETING
MARKET DEMAND IN HOSPITALITY
WHAT IS MARKETING?
INTRODUCTION TO HOSPITALITY MARKETING
MANAGING DEMAND
THE MARKETING CONCEPT
THE MARKETING MIX
POSTMODERN MARKETING
ENVIRONMENTAL INFLUENCES ON HOSPITALITY ORGANIZATIONS
THE ROLE OF MARKETING MANAGEMENT IN HOSPITALITY
REFERENCES
Chapter 10: Promoting Service Innovation and Knowledge Management in the Hospitality Industry
ABSTRACT
INTRODUCTION
ASPECTS OF SERVICE INNOVATION AND KNOWLEDGE MANAGEMENT
FUTURE RESEARCH DIRECTIONS
CONCLUSION
REFERENCES
ADDITIONAL READING
KEY TERMS AND DEFINITIONS
Chapter 11: Strategic Healthcare Service Management
ABSTRACT
INTRODUCTION
HEALTHCARE AS A SERVICE INDUSTRY
BACKGROUND
HEALTHCARE SERVICE CASE STUDY
INDIAN HEALTHCARE INDUSTRY AND SERVICE TACTICS
CHARACTERISTICS OF HEALTHCARE SERVICES
MARKETING MIX
SERVICE QUALITY AND CUSTOMER SATISFACTION
ISSUES, CONTROVERSIES, PROBLEMS
SOLUTIONS AND RECOMMENDATION
FUTURE RESEARCH DIRECTIONS
CONCLUSION
REFERENCES
APPENDIX: ABBREVIATIONS
Chapter 12: Marketing of Tourism Industry
ABSTRACT
INTRODUCTION
TOURISM: THE CONCEPT
TOURISM INDUSTRY, CONSUMER, AND PRODUCTS
TOURISM INDUSTRY: THE STRUCTURE AND THE COMPONENTS
CHARACTERISTICS OF TOURISM INDUSTRY AND SIGNIFICANCE OF MARKETING
MARKETING MIX FOR ENHANCING TOURISM SERVICES
PRODUCT
PRICE
CONCLUSION
REFERENCES
ADDITIONAL READING
Chapter 13: Glocalization in Fast Food Chains Glocalization in Fast Food Chains
ABSTRACT
INTRODUCTION
CHARACTERISTICS AND SCOPE
LIMITATIONS OF GLOCALIZATION
THE MARKETING MIX
CONCLUSION
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