Services Marketing
Year / Semester: 
4th Semester

The emergence of tertiary sector calls for better understanding of services development and delivery. This paper aims at providing the students the intricacies process of services marketing.


Conceptual Issues in Services Marketing, Understanding Services Phenomenon, Role of Services in Economy, Services Characteristics and Marketing Implications, Extended Marketing Mix for Services, Differentiation Strategies, Services Quality, Services Strategies

Suggested Readings: 

1. Kenneth E Clow, et. al “Services Marketing Operation Management and Strategy” Biztantra, New Delhi, 2004.
2. Chiristropher H.Lovelock, Jochen Wirtz, “Services Marketing”, Pearson Education, New Delhi, 2004.
3. Halen Woodroffe, “Services Marketing”, McMillan Publishing Co, New Delhi 2003.
4. Nimit Chowdhary and Monika Choudhary, “Text book of Marketing of Services”, the Indian experience, MacMillan Publishing Co, New Delhi, 2005.
5. Christian Gronroos, “Services Management and Marketing a „CRM Approach”, John Wiley and sons England 2001.
6. Bhattacharjee, “Services Management, An Indian Respective” Jaico Publishing House, Chennai, 2005.