Rao, K. Rama Mohana

Services marketing by K. Rama Mohana Rao - 2nd ed - New Delhi Dorling kindersley(India) Pvt. Ltd. 2011 - xxxiv,546p. 24cm

includes index

Introduction to services marketing, Marketing management: Core concepts, Consumer behaviour in services, Marketing information system and research, Services strategy, Market segmentation, Competition analysis and strategies, Service demand management, The service product, Service branding and positioning, Physical evidence, Pricing, Distribution, Internal marketing, External marketing, Interactive marketing, Service quality management, Service failure and recovery, International marketing of services, Consumer protection in services, Services marketing in India.

9788131732250 Rs.475.00


Marketing
Services marketing
Services marketing--India

658.91 RAS