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Services are widely used by people practically in all aspects of life. The globalised era is seeing services being used by a wide cross-section of society from the corporate to the man. The Fourth Edition of the book educates its readers about how marketing strategies are changing and evolving through times. The new edition comes with updated case studies on various service sectors, such as Hospitality and Tourism (Thomas Cook, Karnataka State Tourism Development Corporation (KSTDC) Ltd., and (Cafe Coffee Day). A new case study a€œIndian Airline Industrya€, has also been introduced to add to the diversity of services. Finance (Credit Card Business of Standard Chartered) and Information Technology are also updated (Infosys and SAP). The cases, set within the Indian context, lend a practical dimension to the subject, familiarizing the students with the developments in the Services Marketing area in India. The new edition, with its emphasis on recent data and the contemporary Services Marketing scenario, is an ideal companion for the budding managers. It should also be of great use to the practising managers attending various Management Development Programmes (MDPs) and Executive Development Programmes (EDPs). New to this edition a€c A new case study a€œIndian Airline Industrya€ has been introduced. a€c All case studies of the previous edition have been updated with latest information and developments in the company. a€c Chapter 2 and Chapter 15 of the book have been revised with latest data and illustrations.Such was the goal of Edward Brennan, Chairman of Sears, Roebuck and company. Under his leadership, market research studies were conducted on customer automotive repair needs. Subsequently, Sears established a preventive anbsp;...

Publisher:PHI Learning Pvt. Ltd. - 2014-08-01

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