Services Marketing

This is a comprehensive textbook designed to meet the requirements of MBA students in Indian business schools.

It deals with the marketing of services as a separate discipline as distinct from conventional business marketing.

It presents its core concepts, and elucidates them through managerial applications.

The book provides in-depth coverage of themes unique to the understanding of the subject.

Among important topics discussed are: the elements of the marketing mix (people and the physical evidence of a service), the gap between expected and perceived service, customers' role in service delivery, and special pricing.