Services: - Meaning and definition of services – Importance of services in Indian Environment – Classification of services – Characteristic features of services – Growth of the service sector – Economic policy on services – Differences between goods and services.
Service Marketing: - Concept – Significance – Customer’s expectation in Service Marketing – Managing demand and supply in service business.
Marketing Mix for Services – Marketing mix of selected services: -Personal Care Marketing – Entertainment Marketing – Education Marketing – Communication Marketing – Electricity Marketing.
Key Services Marketing: Banking services – Insurance services –Transport services – Tourism services – Hotel services- Consultancy services – Hospital services - Market segmentation.
Service Quality: - Introduction – Measurement of Service Quality –Scope of Service Quality – Tools for achieving Service Quality – Causes of Service Quality – Problems – Principles guiding improving of service equality.
Reference Book:
1) Services Marketing - P.N. Reddy, H.R. Appannaiah, S. Anil Kumar, Nirmala. - Himalaya publishing house. 2) Services Marketing - Dr.S. Shajahan.Himalaya publishing house
Text Book:
1) Services Marketing - S.M. Jha.Himalaya publishing house.10th edition 2006.