3 Review(s)

The book “Service Marketing Approaches and Cases for Management Students” designed to be a comprehensive resource for students pursuing undergraduate and post graduate degrees in business administration, with a focus on service marketing. This book aims to provide a thorough exploration of key concepts, theories, and rameworks relevant to service marketing, while also offering practical insights through real-world case studies. The structure of this book is designed to facilitate a comprehensive learning experience. In this book reader find out fundamental concepts in service marketing, including the distinctive characteristics of services, the service marketing mix, and the importance of customer experience and relationship management. Subsequent chapters delve into more advanced topics, such as service design and innovation, service quality management, pricing strategies for services, and the role of technology in service marketing. Each chapter is accompanied by case studies that illustrate how these concepts are applied in real-world scenarios, providing students with valuable insights into the challenges and opportunities faced by businesses operating in the service sector.