Fundamentals of Service Marketing


This book entitied “Fundamentals of Service Marketing” is targeted at students who have got themselves enrolled for business management programmes. The book will also be useful to PhD scholars. The book is also aimed to meet the requirements of management faculty and practitioners by providing a basic understanding of the concept of service marketing. The book gives an insight to the fundamentals or the basics of service marketing. The book deals with specific areas related to service marketing by focusing of the topics such as introduction to the services, service mix, service environment, segmenting, targeting and positioning of services, service delivery service quality and customer expectations.



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