Description
OUP India Services Marketing 2004 by Govind Apte
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 special pricingshow more