Services Marketing, Operations, and Management (Oxford Higher Education)

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9780195689082: Services Marketing, Operations, and Management (Oxford Higher Education)

The book begins with an introduction to the service industry, the service product, and the importance of market research in the service industry and goes on to discuss segmentation, targeting, and positioning in competitive markets. It also discusses important service concepts, such as customer perception of service, customer expectations, and physical evidence. The book goes on to discuss the management of service operations and processes, evaluation of customer feedback and service recovery, management of distribution channels in the service industry, employee management, pricing strategies, and promotion mix. Key contemporary issues such as the impact of technology, managing quality and excellence, ethics in service marketing, and strategies for business growth are explored in detail. An overview of the emerging service sectors is also provided.

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About the Author:

Dr Vinnie Jauhari is the Region Lead-India at Hewlett-Packard Labs Open Innovation Office, Gurgaon, as well as Adjunct Professor at IIMT. Earlier, she had been the Head of IIMT's School of Management and Entrepreneurship. She is also the founding editor of the Journal of Services Research and is on the editorial board of International Journal of Contemporary Hospitality Research. She has written over 100 papers in national and international journals and has authored several books. Kirti Dutta, MBA, is Assistant Professor, Institute for International Management and Technology (IIMT), Gurgaon. A marketing professional with rich corporate and academic experience, she is currently working on many national and international projects.

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Book Description Oxford University Press, 2009. Softcover. Book Condition: New. Services: Marketing, Operations, and Management explores the core concepts of the service industry and uses numerous examples, exhibits, flowcharts, formats, and illustrations to explain them. Printed Pages: 604. Bookseller Inventory # 53017

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