Services Marketing : Text And Cases, 2Nd Edn

The second edition of Services Marketing has been revised to reflect the changes in the business environment and the industry since the first edition was published in 2009. It has been updated with new sections, cases, exhibits as well as two new chapters on Managing the Services Brand and Managing Demand and Supply.

The text includes classroom case studies as well as chapter-end concept review questions, critical thinking exercises, and project exercises.

Vinnie Jauhari Director, Education Advocacy, Microsoft Corporation India Pvt. Ltd, Gurgaon. Prior to this she was Director, Institute for International Management and Technology (IIMT), Gurgaon. Dr Jauhari has over 14 years of academic experience and was earlier Region Lead of HP Labs Open Innovation Office for India. She specializes in the areas of services, technology management, and strategy. She has authored over 150 papers that have been published in leading national and international journals.

Kirti Dutta is Dean and Professor (Marketing), G.L. Bajaj Institute of Management and Research, Greater Noida. Prior to this she was Associate Professor (Marketing) at Bhartiya Vidya Bhavan's Usha & Lakshmi Mittal Institute of Management, New Delhi. She had earlier worked at IIMT Gurgaon. She has over 11 years of industry experience and over six years of academic experience. Dr Dutta is on the review panel of three international journals.