Services: Marketing, Operations, and Management

Paperback | April 15, 2009

byVinnie Jauhari, Kirti Dutta

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Services: Marketing, Operations, and Management is a comprehensive textbook specially designed to meet the needs of postgraduate management students. It explores the core concepts of the service industry and uses numerous examples, exhibits, flowcharts, formats, and illustrations to explainthem. Beginning with an introduction to the service industry, the book elaborates on the service product and the importance of market research in the service industry. Imparting an understanding of consumer behaviour, the book discusses segmentation, targeting and positioning in competitive markets.Important service concepts like customer perception of service, customer expectations, and physical evidence are explained. How to manage service operations and processes, evaluating customer feedback and service recovery, managing distribution channels in service industry and managing people areelaborated on. The book also discusses pricing strategies for services and promotion mix. Key contemporary issues like impact of technology, managing quality and excellence, ethics in service marketing, strategies for business growth and emerging service sectors are also explored in detail. Management students will find this book highly useful for its coverage of the key concepts explained through industry-related examples, flowcharts, tables, formats, and illustrations. With its practice-oriented approach, the book would also be useful to professionals in the service industry.

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Services: Marketing, Operations, and Management is a comprehensive textbook specially designed to meet the needs of postgraduate management students. It explores the core concepts of the service industry and uses numerous examples, exhibits, flowcharts, formats, and illustrations to explainthem. Beginning with an introduction to the se...

Dr Vinnie Jauhari is the Region Lead-India at Hewlett-Packard Labs Open Innovation Office, Gurgaon, as well as Adjunct Professor at IIMT. Earlier, she had been the Head of IIMT's School of Management and Entrepreneurship. She is also the founding editor of the Journal of Services Research and is on the editorial board of International...

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Format:PaperbackDimensions:768 pages, 10 × 7.5 × 0.68 inPublished:April 15, 2009Publisher:Oxford University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0195689089

ISBN - 13:9780195689082

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Table of Contents

1. Introduction to Service Industry2. The Service Product3. Market Research in Service Industry4. Understanding Consumer Behaviour5. Segmentation Targeting and Positioning in Competitive Markets6. Customer Perception of Service7. Customer Expectations8. Physical Evidence9. Managing Service Operations and Processes10. Customer Feedback and Service Recovery11. Managing Distribution Channels in Service Industry12. Managing People13. Pricing Strategies for Services14. Promotion Mix15. Impact of Technology16. Managing Quality and Excellence17. Ethics in Service Marketing18. Strategies for Business Growth19. Emerging Service Sectors