Description

About the Book

Indian economy is progressively moving from the product dominated economy of pre-1990s, to a services focused economy. The demand for and expansion of services have emphasized upon the need to develop marketing strategies for understanding customer expectations as well as matching production and delivery of services qualitatively.  This book deals with the intangibility, perishability, and inseparability of the services and also delineate and discuss the other important features such as the quality aspects of services marketing, gap theory of services marketing, demand and capacity alignment of services marketing, services pricing, and services promotion with the major emphasis on the management of the human aspects of services marketing. Further the book deals with a number of services such as financial services, telecom services, banking services, insurance services and so on. Services are also discussed in global perspective and the operational aspects of services have been explained with the help of case studies at the end of each chapter. The book will be useful to management students, professors and service practitioners.

About the Authors

Dr. Jaspreet Kaur is a Management faculty having both corporate as well as teaching experience of 10 years in the Marketing field. She has been working with many esteemed institutions like Amity Business School and NIPS. She is also an accredited management teacher from AIMA and has authored 6 books under her name for various government and private universities. She has also presented a number of research papers in esteemed institutions like IIMs and IIT and has been writing management related articles in business magazines like “Business and Management chronicle”.

Dr. Deepti Wadera is working as an Associate Professor in School of Management, Ansal University, Gurgaon. A post graduate, M.Phil. and a Ph.D. in the field of Marketing, Dr. Deepti has been actively involved in teaching, training, consulting and research for over 10 years. She has presented  a number of research papers in esteemed institutes like IIMs and is also an accredited management teacher from AIMA.