| UNIT 1 Introduction To Services Marketing [Book Link] | ||
| 1 | Meaning and Nature of Services | VIEW |
| 2 | Challenges of Services Marketing | VIEW |
| 3 | Growing Importance of Services Sector in India | VIEW |
| 4 | Classifications of Services and Marketing Implications | VIEW |
| 5 | Services Marketing Management Process | VIEW |
| UNIT 2 Understanding Consumer Behavior in Services [Book Link] | ||
| 1 | Consumer Decision Making in Services | VIEW |
| 2 | Consumer Expectations and Perceptions | VIEW |
| 3 | Defining and Measuring Service Quality and Customer Satisfaction | VIEW |
| 4 | SERVQUAL | VIEW |
| 5 | House of Quality | VIEW |
| 6 | GAPs Model | VIEW |
| 7 | Service Recovery | VIEW |
| UNIT 3 Services Marketing Mix [Book Link] | ||
| 1 | Service Positioning | VIEW |
| 2 | Service Design and Development, Service Blueprinting | VIEW |
| 3 | Service Process | VIEW |
| 4 | Prices of Services | VIEW |
| 5 | Services Distribution Management | VIEW |
| 6 | Integrated Services Communication Mix. | VIEW |
| 7 | Physical Evidence and Servicescape | VIEW |
| 8 | Managing Services Personnel | VIEW |
| 9 | Employee and Customers role in Service Delivery | VIEW |
| 10 | Customer Retention Strategies | VIEW |
| UNIT 4 Marketing Applications in Select Service Industries [Book Link] | ||
| 1 | Hospitality Services | VIEW |
| 2 | Airlines | VIEW |
| 3 | Tourism Services | VIEW |
| 4 | Healthcare and Wellness | VIEW |
| 5 | Banking and Insurance Services | VIEW |
unit 4 is not opening in service marketing