Page 5 - DMGT510_SERVICES_MARKETING

CONTENT

Unit 1: Introduction to Services Marketing 1
Tanima Dutta, Lovely Professional University

Unit 2: Service Marketing Environment 20
Tanima Dutta, Lovely Professional University

Unit 3: The Service Marketing Mix and Purchase Process 37
Tanima Dutta, Lovely Professional University

Unit 4: Customer Expectations and Perceptions of Services through Marketing Research 56
Tanima Dutta, Lovely Professional University

Unit 5: Customer Relationship Management in Services 80
Sukhpreet Kaur, Lovely Professional University

Unit 6: Service Quality 99
Pretty Bhalla, Lovely Professional University

Unit 7: Service Segmentation and Targeting 120
Pretty Bhalla, Lovely Professional University

Unit 8: Market Positioning and Blueprinting in Services 138
Pretty Bhalla, Lovely Professional University

Unit 9: Service Product and Operation 154
Gopika Juneja, Lovely Professional University

Unit 10: Role of Employees and Customers in Service Delivery 182
Gopika Juneja, Lovely Professional University

Unit 11: Pricing of Services 196
Gopika Juneja, Lovely Professional University

Unit 12: Distribution of Services 214
Gopika Juneja, Lovely Professional University

Unit 13: Promotions and Servicescapes in Services 234
Hitesh Jhanji, Lovely Professional University

Unit 14: Service Strategies 256
Hitesh Jhanji, Lovely Professional University