Services Marketing Syllabus

SERVICES MARKETING

UNIT I : Services Marketing - meaning - nature of services - Types and importance -
Relationship marketing - Mission, strategy, elements of design, marketing plan market
segmentation.


UNIT II : Marketing mix decisions:- unique features of developing, pricing, promoting
and distributing services - Positioning and differentiations strategies, quality of service
industries - Achievement and maintenance, customer support service-


UNIT III : Marketing of hospitality :- Perspectives of Tourism, Hotel and Travel services
- Airlines, Railway, Passenger and Goods Transport - Leissure services.


UNIT IV : Marketing of Financial services :- Concept - Features of Banking, Insurance,
Lease, Mutual Fund, Factoring, Portfolio and financial intermediary services.


UNIT V : Marketing of Non-Profit Organisations :- Services offered by charities -
Educational service - miscellaneous services - Power and Telecommunication.


References :
1. Services Marketing - S.M.Jha - Himalaya Publishing Company 1998, Mumbai.
2. Services Marketing - Indian experiences - Ravishankar - South Asia Publication
1998, Delhi.
3. Services Marketing: Integrating Customer Focus across the Firm – Valarie A
Zeitnamd and Mary Jo Bitmer, 3rd Edition, TMH, 2003.
4. Services Marketing - Text & Readings - P.K. Sinha & S.C.Sahoo - Himalaya,
Mumbai.
5. Essence of Services Marketing - Adrian Pyne - Prentice Hall of India, New Delhi.
6. Services Marketing - Lovelock - Prentice Hall
7. Services Marketing - Jeithaml - I.S.E.
8. Services Marketing - Gousalves - Prentice Hall
9. Services Marketing - Principles & Practice - Palmer, Prentice Hall.
10. Services Marketing - Woodruffe - McMillan.
11. Ravi Shankar, Services Marketing, Excel, 2000.