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Courses Offered by Narmada College of Management
Narmada College of Management, Bharuch, Gujarat.
OMK 304- At MBA Full Time Semester -III
OMK 504- At MBA Evening Semester - V
Marketing of Services
Objectives:
The objective of this course is to develop insights into emerging trends in the service sector in a developing economy and tackle issues involved in the management of services on national basis.
Course Contents:
The Emergence of Service Economy; Nature of Services; Goods and Services Marketing; Marketing Challenges in Service Business; Marketing Framework for Service Business; The Service Classification; Service Product Development; The Service Encounter; The Service Consumer Behaviour; Service Management Trinity; Service Vision and Service Strategy; Quality Issues and Quality Models; Demand-supply Management; Advertising, Branding and Packaging of Services; Recovery Management and Relationship Marketing; Service Marketing; Origin and Growth-Classification of Services-Marketing of financial services-The Indian scene-Designing of service strategy.
Suggested Readings :
- Lovelock, Christopher H. Managing Services: Marketing Operations and Human Resources. Englewood Cliffs, New Jersey, Prentice Hall Inc.,1995.
- Lovelock, Christopher H. Services Marketing, Englewood Cliffs, New Jersey, Prentice Hall Inc.1993.
- McDonald, Malcom and Payne, A. Marketing Planning for Services. Butterworth, Heinemann, 1996.
- Newton M P Payne, A. The Essence of Services Marketing. New Delhi, Prentice Hall of India,1996.
- Verma, H V. Marketing of Services. New Delhi, Global Business Press, 1993.
- Zelthami, V A and Bitner, M J. Services Marketing New York, McGraw Hill,1996.