Services Marketing

The growth of the services sector in India contributing more than 50% of GDP, has lot of opportunities for budding managers to build their career in India as well as across the globe. With development of world economies, there is a growing need for services. This book develops frameworks for understanding services and the effective marketing of them. The characteristics of intangibility, inseparability, inventory, inconsistency and ownership, have major implications for the marketing managers in the services sector to develop their service offer, promote it and then deliver it. Traditional marketing mix frameworks, which apply to manufactured goods, are inadequate for services. Services are about processes as much as outcomes and these processes often involve considerable interaction between customers and operations people. Hence, marketing cannot be seen as an isolated function. Successful service companies make sure that their front-line people can competently deliver the promises which marketing people make to customers.