Description
PEARSON INDIA Services Marketing 2011 Edition by RAO
The last thirty years have witnessed a steady increase in thecontribution of the services sector to economic growth. In fact, the contribution of services to the economies of the USA?the firstto be declared a service economy with the services sectorcontributing more than 50 per cent of the GDP?and other developedcountries continues to grow even now. However, in recent times, even developing economies have come to rely on the services sectorfor economic growth. Organizations have come to realize thatservices?characterized by intangibility, perishability andvariability?are different from goods; hence, their marketingrequires the use of specifically formulated strategies. It is nosurprise then that services marketing has evolved as a specializedbranch of study. Present-day managers need this knowledge toeffectively drive the growth of their organizations.