Services Marketing Essentials You Always Wanted to Know

Services Marketing Essentials You Always Wanted to Know

Name: Services Marketing Essentials You Always Wanted to Know
Brand: Vibrant Publishers
SKU: 9781636511740
Price: 28.99 USD
Availability: InStock
Rating: 4.77 (39 reviews)

Service Quality Models, Pricing Strategies, Marketing Mix, Consumer Perception, and Service Design

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Description

This book will help you to :

Understand the Extended Services Marketing Mix which includes Product, Place, Price, Promotion, People, Process, and Physical Evidence
Learn the different models of service quality
Gauge consumer wants and perceptions to meet their expectations
Improve your service design to make it efficient
Create a pricing strategy according to your service business type

Services Marketing Essentials You Always Wanted to Know is a practical, concise, and straightforward guide on the essential aspects of services marketing.

Vishal Desai, a seasoned business professional with specialization and expertise in sales and marketing, has authored this book keeping in mind the novice professionals as well as the already experienced ones. The book covers the essential topics of services marketing and is a blend of theoretical explanations and practical demonstrations of the services marketing concepts.

The book is a must-read for young managers, B-school students, and entrepreneurs who wish to enhance their understanding and knowledge of services marketing. It is also a good fit for the teaching fraternity and industry professionals who teach sales and marketing courses at business schools as it includes several case studies, quizzes, and activities to liven up the subject and demonstrate the practical implications of it in real life.

Services Marketing Essentials You Always Wanted To Know prepares the readers to meet the challenges and seize the opportunities in today’s dynamic marketplace, especially when the service industry is growing exponentially worldwide.

This book is part of Vibrant Publishers’ Self-Learning Management series that aims to equip working professionals and students with essential knowledge of management subjects through compact and beginner-friendly books.

Bibliographic Details

Pages: 236 pages

Paperback (ISBN): 9781636511733

eBook (ISBN): 9781636511740

Hardback (Color): 9781636511757

Trim Size: 5.5” x 8.5”

Category: Business & Economics

Author: Vishal Desai, Vibrant Publishers

Table of Contents

1. Introduction to Services

1.1 Definitions and Characteristics of Services

1.2 Differences Between Goods and Services

1.3 Tangibility Continuum/Spectrum

Quiz

Chapter Summary

Exercise

2. The Marketing Mix for Services

2.1 The Extended Marketing Mix

Quiz

Chapter Summary

Case Study – Starbucks

Activity

3. Models of Service Quality

3.1 GAPS Model of Service Quality

3.2 SERVQUAL (Or RATER) Model

3.3 SERVPERF Model

3.4 Grönroos Model (Nordic)

3.5 Levels of Customer Expectations

3.6 Zone of Tolerance

Quiz

Chapter Summary

Assignment

4. What do Consumers Perceive, Seek, Select, and Experience?

4.1 Identify Consumer Wants and Desires

4.2 Search, Experience, and Credence Properties of Services

4.3 Consumer Perception, Expectation, and Choice

4.4 Consumer Post-experience Evaluation and Satisfaction

4.5 Service Recovery and Service Guarantee

Quiz

Chapter Summary

Case Study – Disneyland’s initial failure in Europe

Assignments

5. Service Design and Standards

5.1 Service Innovation, Development, and Implementation

5.2 Elements and Types of Physical Evidence in Services

5.3 Service Design, Service Process Design, and Service Blueprint

5.4 Customer-defined Service Standards

5.5 Servicescape

Quiz

Chapter Summary

Case Study – Innovative Services from AirBnB

6. Communicating and Delivering the Promise of Service Quality

6.1 Integrated Marketing Communication (IMC) for Services

6.2 Challenges in Marketing Communication for Services

6.3 Aligning Service Promise and Delivery

6.4 Role of Employees, Customers, and Channel Partners in Service Delivery

6.5 Matching Service Capacity with Demand

Quiz

Chapter Summary

Assignment

7. Pricing of Services

7.1 Different Prices for Different Consumers

7.2 Customer Cost for Services

7.3 Pricing Strategies for Services

Quiz

Chapter Summary

Case Study – Netflix’s Global Pricing Strategy

Bibliography

Author

Vishal Desai is a seasoned business management professional with two decades of industry and academic experience across marketing, sales, brand management, advertising, retail management, and services marketing. He teaches various courses on these subjects, which are his areas of expertise, at B-schools. Vishal also consults organizations in implementing best practices in these domains. In his career span so far, he has worked with leading companies across verticals of FMCG, Media & Entertainment, Education & Training, and Consumer Goods.

Vibrant Publishers is focused on presenting the best texts for learning about technology and business as well as books for test preparation. Categories include programming, operating systems and other texts focused on IT. In addition, a series of books helps professionals in their own disciplines learn the business skills needed in their professional growth.

Vibrant Publishers has a standardized test preparation series covering the GMAT, GRE and SAT, providing ample study and practice material in a simple and well organized format, helping students get closer to their dream universities.

Series

The Self-Learning Management Series is designed to help students, new managers, career switchers, and entrepreneurs learn essential management lessons and covers every aspect of business, from HR to Finance to Marketing to Operations across any and every industry. Each book includes basic fundamentals, important concepts, and standard and well-known principles as well as practical ways of application of the subject matter.

Editorial Reviews

The book is an excellent read. The case studies, quizzes, info-graphics, models, and figures given in the book reinforce the learnings of each chapter. I recommend the book for students, faculty members, and college libraries.
-- Dr. Poonam Nikam, Dean, IIEBM's Indus Business School

This book contains all the essential topics - from fundamentals to the strategic perspective of services marketing. The case studies given in the book will make students learn from and relate to real-life situations in services marketing.
-- Dr. Vishal Bhole, Former Director, Thakur Global Business School

Supplemental Resources

Online Resources

Instructor Resources