SERVICES MARKETING (MBA – Semester 3) - Marketing Management - Revised Syllabus(Paperback, Dr. Samita Mahapatra, Dr. Geeta Srinivas Rao)
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1. Services Marketing-An Insight into Emerging Sector of Economy, 2. Role of Process, People and Physical Evidence in Services Marketing, 3. Managing Consumer Behaviour and Service Quality, 4. Segmentation, Targeting and Positioning of Services in Modern Era, 5. Marketing of Services-New Paradigm and Perspectives, Appendix (Case Studies)
