SERVICES MARKETING

In the dynamic and ever-evolving field of services marketing, this book, “Services Marketing,” stands as a comprehensive guide, meticulously crafted to meet the needs of both academicians and practitioners. Authored by Ms. Sakshi Goel, an esteemed Assistant Professor at G. L. Bajaj Institute of Management, Greater Noida, and affiliated with CCS University, Meerut, this seminal work is poised to redefine the understanding of service marketing dynamics in the contemporary business landscape.

Through its pages, the book delves into the intricate tapestry of service marketing, offering a rich blend of theoretical frameworks and practical insights. It navigates through the nuances of consumer behavior in service settings, service design and innovation, and the pivotal role of technology in transforming service interactions. The book meticulously dissects case studies, shedding light on the strategies employed by leading service providers and the challenges they encounter in the quest for excellence.

“Services Marketing” is not just a repository of knowledge but a beacon guiding marketers through the complexities of building and sustaining relationships, managing service quality, and crafting memorable customer experiences. It equips readers with the tools and insights needed to thrive in the fast-paced service industry, making it an indispensable resource for anyone aspiring to master the art of services marketing.