602: Marketing of Service
Unit-I : 20
Introduction; Service Sector, growth of services, state of services, nature and characteristics of services, challenges of intangibility, need for marketing.
Unit-II : 20
Service marketing mix; product, price, place, promotion; service distribution strategy, Franchising, participants, service process.
Unit-III : 20
Service system and customer behaviour; front office, back office operation system, service delivery system, need to know customer, customer as a decision maker, service decision process; need for new services, information search, service evaluation, pre and post purchase behaviour.
Unit-IV : 20
Marketing of Banking & Insurance Service, Health Services, Tourism marketing, Hotel marketing, Transport marketing- concept, products, users, marketing mix, marketing process.
1. S.M. Jha, service Marketing, Himalaya Publishing House, Mumbai.
2. Harsh V. Verma, service Marketing, Pearson Education, New Delhi.3. Sudhir Andrews, Tourism and Hospitality Industry, tata McGraw Hill, New Delhi.