| Unit 1 Service Marketing [Book] | |
| Service Marketing, Introduction, Definition, Characteristics and Classification | VIEW |
| Difference between Product Marketing and Services Marketing | VIEW |
| Paradigms in Services Marketing | VIEW |
| Present Services Marketing Environment | VIEW |
| Services Marketing Mix: 7P’s of Services Marketing | VIEW |
| Services Marketing Upcoming Concepts | VIEW |
| Difficulties and Challenges in Services Marketing | VIEW |
| Unit 2 Consumer Behaviour and Service Design [Book] | |
| Strategies for Services Marketing: Segmentation, Targeting and Positioning, Differentiation | VIEW |
| Understanding Consumer Behaviour | VIEW |
| Services vis–à–vis goods Consumer Behaviour | VIEW |
| Consumer Behaviour in Services | VIEW |
| Customer Expectations and Perceptions of Services | VIEW |
| Unit 3 [Book] | |
| Service Development Design and Standards | VIEW |
| New Service Development | VIEW |
| Process Service Standards | VIEW |
| Demand and Capacity Management in Delivering Services | VIEW |
| Role of Employees and Customers in service delivery | VIEW |
| Quality in Service Marketing | VIEW |
| Unit 4 [Book] | |
| Service Process | VIEW |
| Service Blueprinting | VIEW |
| Service Physical evidence | VIEW |
| Pricing of Services: | VIEW |
| Services Pricing Considerations and Strategies | VIEW |
| Managing Service Promise: | VIEW |
| Role of Advertising in Service Marketing | VIEW |
| Personal Selling in Service Marketing | VIEW |
| Sales Promotion in Service Marketing | VIEW |
| Publicity in Service Marketing | VIEW |
| Public Relations in Service Marketing | VIEW |
| Unit 5 [Book] | |
| Evaluating Success of Service Offering | VIEW |
| Service Quality and Measurement | VIEW |
| Complaint handling | VIEW |
| Service Guarantees | VIEW |
| Role of CRM in Service | VIEW |
| The Gaps Model of Service Quality | VIEW |
| Latest issues in Service Marketing with reference to Uber, Ola, OYO, Swiggy, Zomato | VIEW |
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