TY  - BOOK
AU  - Shajahan S.
TI  - Services Marketing: Concepts, practices & cases from Indian Environment 
SN  - 81-8318-371-9
U1  - 658.8 23
PY  - 2016///
CY  - Mumbai.
PB  - Himalaya Publishing House
N1  -              Section-I Services Marketing Concepts
1. Over of services marketing in the new millennium
2. The fundamental concept in service marketing
3. Managing demand and supply of services
4. Delivering quality services
5. Strategic service marketing
6. Designing suitable product and price mix
7. Designing service promotion and distribution mix
8. Towards specific services marketing mix
           Section -II Service Marketing Practices
9. Marketing of financial and insurance services
10. Marketing of hospitality, travel and tourism products
11. Marketing of educational, software and other professional services
12. Marketing of health care, cellular and entertainment services
13. Emerging influence of retailing and shopping malls
14. Internationalisation of services
          Section -III case study
15. Case method analysis
N2  - India is projected to become third largest economy in the world by 2050. The service sector remained the key driving Indian economy and average growth of this sector at 8.6 percent was higher than the average growth of 705 percent during the last five years. Eventually service sector contributed above 50 percent of GDP since 1997-98 and touched 57.6 percent in 204-05. Further India ranked 18th largest exporter of global service and touched export revenue of US$51,326 million line 2004-05
ER  -