TY  - BOOK
AU  - NARGUNDKAR RAJENDRA
TI  - SERVICES MARKETING TEXT AND CASES
SN  - 978-0070682122
PB  - TMH
KW  -  Prelude to the Seven P's of Services Marketing An Introduction to Services	 What Are Services?	 Fastest Growing Services	 Classifying Services	 STP, or the Strategic Aspects of Services Marketing	 Segment Selection or Targetting a few Segments	 Mini Case 1 Tata Infotech Reficusses on the Corporate Segment	 Positioning for the Selected Segments	 Role of Marketing Research	 Increasing Use of CRM and Data Mining	 Search, Experience and Credence Attributes	 Services Marketing Environment in India	 Ethics in Services Marketing	 Case Study 1: A Questionnaire to Assess Global Competitiveness in Service Industries	 Case Study 2: Service Brands: A Case Study ofX anadu Building the Brand Equity ofa New Training Institution	 Case Study 3: The Annapoorna Dabbawalla Company Ltd.	 Case Study 4: Kadavu Resorts	 Product—The First P Introduction to the Seven P's (711's)	 Service Product	 Service Life Cycle	 Service Design: A General Framework Service Quality: The Parasuraman, Berry and Zeithaml Models Customisation versus Standardisation	 Defects, Failures and Recovery	 Service Guarantees: Do They Work?	 Service Level Agreements	 Mini Case 1: Hanuman Motor Company: The Case of an Automobile Dealer	 Mini Case 2: Branding of!NG Vysya Bank and the Group Mini Case 3: Innovative Service Products: The Case ofIIMK's e-MEP	 Discussion Questions	 Integrated Case Studies Using SERVQUAL	 Case Study 1: ICICI Bank	 Case Study 2: India Post Amidst Competitive Times	 Place—The Second P Has the Internet Made Location a Redundant Variable? Transcending Physical Constraints of Location	 Channel Management Issues	 The Strategic Role of 'Point of Sale' Terminals in Credit Cards/Debit Cards	 Mini Case 1 Mutual Funds that Have Distribution Arms Do Well	 Case Study 1: E-Choupal—Initiative of ITC	 Case Study 2: Finding the Right Path for Pathfinder	 Promotion—The Third P Promotion Objectives Promotion Plan	 Timing the Promotions: A Promotion Life Cycle	 Advertising Spends of Banks in India: A Rising Graph	 Trends: Increasing Use of Below-the-line Media or Sales Promotions	 Special Considerations in Promotion of Services	 Mini Case 1: ICICI Bank Mini Case 2: Kerala Tourism: God's Own Country? Case Study 1: Regal Multiplex	 Price—The Fourth P Pricing a Service Product	 Demand Variations, Capacity Constraints	 Pricing of Financial Services	 Pricing in Hyper-competitive Sectors	 Psychology of Pricing Fixed versus Floating Prices in Financial Services Pricing Information Technology (IT) Services	 Mini Case 1: Pricing a Courier Service	 Mini Case 2: Dropping Prices, the New Challenge for India's IT Sector?	 Mini Case 3: Barista's New Brew	 Yield Management and its 'Strategic Levers'	 Service Cost Reduction Strategy	 Case Study 1: From Bean to Barista	 Case Study 2: Direct and Daring	 People—The Fifth P People—The Key to a Service Business	 Recruiting Employees	 The HR Function in Services	 Motivation on the Job	 The Move Towards Value-Added Jobs	 Measuring Productivity of People in Service Organisations	 Mini Case 1: Skyway Airlines: People Problems	 Mini Case 2: Are Technical Skills Enough?	 Mini Case 3: Skills Needed by IT Firm's Employees	 Training of Employees	 Case Study 1: Fair 'n' Beautifid Pvt. Ltd.	 Case Study 2: Protech BPO	 Physical Evidence—The Sixth P Servicescapes Designed for Employees and for Customers	, The Importance of Design	, , Case Study 1: Delhi Metro Rail Corporation, Process—The Seventh P The Customer's Point of View	, Blueprinting	, Technology—a Boon or Bane	, Managing the Waiting Process	, Use of Information Technology (IT), Offering Greater Choice, A Major Service Process: Complaints Management and Service Recovery, Order Taking and Order Fulfilment: Two Major Processes	, , , Integrated Service Strategy Growth Strategies for Service Businesses	, Quality Strategies for Service Players	, Customer Satisfaction Measures and Their Use in Improving Service Performance	, Service Profit Chain—Linking Employee Satisfaction and Customer Satisfaction to Company Profits	, Strategy for Market Leaders	, Strategies for Challengers	, Strategies for Followers	, Strategies for Niche Marketers	, Service Performance Metrics	, Innovation, the Last Frontier?	, ,  Case Study 1: Who needs IT Products? Services are Supreme, Case Study 2• Satyam Moves into Consulting, Case Study 3: Des? Innovators in IT Case Studies ofA ndale and PaCSOft	, Case Study 4: From an NBFC to a Bank: Kotak Mahindra's Strategic Shift, Case Study 5: Indian Railways at Crossroads	, Case Study 6: Phony Software	, Case Study 7• General Electric Company	, Case Study 8: Jet Airways—A Services Marketing Case Study, Globalisation of Services Globalisation and India, Five Stages of Globalisation	, Standardisation versus Customisation, Managing Employees/Partners in the Process of Globalisation	, Case Study 1: Factors Determining	Global Competitiveness	, Case Study 2: The BP° Industry	, Retailing in India and Around the World Skills Needed for Organised Retailing	, Reading I. Modernisation in Indian Retailing: Managerial and Policy Perspectives Reading 2• Developing Profitable Shopping Malls	, , Case Study 1: Charnock City Supermarket	, Lase Study 2: Coffee, Tea, or Me?	, Srudl, 3: IndiaFoods.corn—A Services Marketing Case Study on Food Retailing	, rudi 4: Urbane: The Retailing Enigma	, Customer Relationship Management (CRM) otCRM	, • .	
ER  -