Services Marketing Essentials You Always Wanted to Know

Service Quality Models, Pricing Strategies, Marketing Mix, Consumer Perception, and Service Design. A deep dive into the theory and practice of Services Marketing

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.

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

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.

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.