SEITVICI' MAITKI,TING

MM-l02
UNI'I--I
Foundation of Service Marketing Definition and concept of service nralkcting"
distinctive characteristics and classification of services. growtir ir-r sen ice- selvice
marketing mix" emergerrce ofjgvice econo*l),
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TJNI'I'-II
Custonler Focus Undelstantiing custonler'; needs and expectations. procc-\s ol. nrar:kel
segmentation, selecting cLtstomer portfolio-. creating valuecl relations rvith custonrer.
customer loyaltv. set'r'ice encounters. rneasuling custonter satisf-actiori- SERVQUAL an,.j
GAP Model, handling complaints. service faih-:re and recovery

IrN t't'-t I I
l)esignine ancl l)elirer')'scrr,'ices Positiorrirrg a sclvice irr tIc rrrir;kct- ralrrg lrtitiiritrrr l.
service prodttct. plalrning and brarrding selricc prodtrct. rrer.r scnice clcrcloprlerrt.
;r1.ir'i11o
the service product. advertising. personnel selling and othcr conrnrunicatiora in scn,ices
industry: challenges in distribution of sen ices. role of ernployees. customers ilncl
intermediaries ir-r service industrv

{JNI'I'-IV
Special lssues ir-service Marketing e-services. online eousu]llcr bchar iour.. self se rvicc
technologies. utlderstanding specific sen'ice industries llpancill. hospitllitr,- 6caltlr.
telecom. retail. public r-rtilities. NGOs. trarrel and tourism. prot-essi6lzrl se ruicc-.

S UGGllSTED AD INGS :
Rlr-
l. Zeithaml, Valarie A, Bitner" Mary Jo. Service l\,tarketing I r-rtegr"ating Custonter F ocr_rs
Across the
Finn. Tata N4ccraw Hill. New Delhi
l. Lovelock. tilrristopher. Wirtz. Jocken lrntl ('hullerjee- .lir-virrrlir. Scli ict' \llrr 1,.'rirrq
People.
Technology. Strategy- Pearson Edr-rcation, Ner,v Delhi
3. Verrna. Harsh, Services Marketing Text anil Cases. pearson Ech-rcation
4. Apte, Govind. Services Marketing OUp. Nerv Delhi
5. Jatrhari, Vipnie and Kirti Dutta. Sen,ices: Marketing. Opcratir'rns apd Vlapaecnrent.
Oxford
Liniversify, Press, New Delhi

COT RSE COORDINA-I'OT{S :

l) Ms. ItLJPALI MADAN
2) N'lrs. ITACI-INA AGI{AWAI-

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