1.The Emergence of Service Economy, Understanding Service Characteristics, Origin and Growth, Services Marketing environment
2.Classification of Services, Marketing Product versus Services, Services Marketing Mix, Services Trinity ,The Service Segmentation ,Service Strategy
3.Service Quality issues and Integrated Gaps Model of Service Quality.
4.Listening to Customer Requirements; Understanding Customer Expectations and Perceptions through Marketing Research
5.Understanding Service Encounter
6.Developing Service Recovery Strategies, Developing Service Strategy, Design and Standards, Developing Service Blueprint
7.Positioning a Service in the marketplace, Understanding Positioning Maps
Designing Servicescape
8.Delivering and Performing Service; Understanding Employees and Customers Role in Service Delivery
9.Delivering Service through Intermediaries, Electronic Channels
10.Demand and Supply Management, Managing waiting Lines.
11.Managing Service Promises; Integrated Services Marketing Communication, Pricing of Services.
12.Marketing of Financial and Insurance services
13.Marketing of Hospitality, Travel and Tourism products
14.Marketing of Educational, Software and other professional services
15.Marketing of Health care, Cellular and Entertainment services
Textbooks:
Zeithmal, Valarie, A, Services Marketing, Tata McGraw Hill, New Delhi, 2007
Reference:
Shahjahan S, Services Marketing, Himalaya Publishing House, New Delhi,2008
Additional Readings:
Chapter 1, 2, 4, 5, 6, 8, 11 in Lovelock, Christopher H, Services Marketing, Pearson Education Asia.
Chapter 12,13,14,15 in ICFAI centre for Management Research, Services Marketing, New Delhi,2007
Chapter 1,2,3,4,8 in Payne A, The Essence of Service Marketing, Prentice Hall, New Delhi,2006
Chapter 7,8,9,10 in R Srinivasan, Services Marketing, Prentice Hall, New Delhi,2007