Services Marketing Essentials You Always Wanted to Know
Service Quality Models, Pricing Strategies, Marketing Mix, Consumer Perception, and Service Design
- English
- ePUB (mobile friendly)
- Available on iOS & Android
Services Marketing Essentials You Always Wanted to Know
Service Quality Models, Pricing Strategies, Marketing Mix, Consumer Perception, and Service Design
About this book
Service Quality Models, Pricing Strategies, Marketing Mix, Consumer Perception, and Service Design. A deep dive into the theory and practice of Services Marketing
Services Marketing Essentials You Always Wanted to Know is a practical, concise, and straightforward guide on the essential aspects of services marketing.
Vishal Desai, a seasoned business professional with specialization and expertise in sales and marketing, has authored this book keeping in mind the novice professionals as well as the already experienced ones. The book covers the essential topics of services marketing and is a blend of theoretical explanations and practical demonstrations of the services marketing concepts.
This book will help you to:
- Understand the Extended Services Marketing Mix which includes Product, Place, Price, Promotion, People, Process, and Physical Evidence
- Learn the different models of service quality
- Gauge consumer wants and perceptions to meet their expectations
- Improve your service design to make it efficient
- Create a pricing strategy according to your service business type
The book is a must-read for young managers, B-school students, and entrepreneurs who wish to enhance their understanding and knowledge of services marketing. It is also a good fit for the teaching fraternity and industry professionals who teach sales and marketing courses at business schools as it includes several case studies, quizzes, and activities to liven up the subject and demonstrate the practical implications of it in real life.
Services Marketing Essentials You Always Wanted To Know prepares the readers to meet the challenges and seize the opportunities in today's dynamic marketplace, especially when the service industry is growing exponentially worldwide.
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Information
Table of contents
- Introduction to Services
- The Marketing Mix for Services
- Models of Service Quality
- What do Consumers Perceive, Seek, Select, and Experience?
- Service Design and Standards
- Communicating and Delivering the Promise of Service Quality
- Pricing of Services
- Bibliography