Friday, October 26, 2012

Guwahati University - Semester VI


602: Marketing of Service
Marks: 80
Unit-I : 20
Introduction; Service Sector, growth of services, state of services, nature and characteristics of services, challenges of intangibility, need for marketing.
Unit-II : 20
Service marketing mix; product, price, place, promotion; service distribution strategy, Franchising, participants, service process.
Unit-III : 20
Service system and customer behaviour; front office, back office operation system, service delivery system, need to know customer, customer as a decision maker, service decision process; need for new services, information search, service evaluation, pre and post purchase behaviour.
Unit-IV : 20
Marketing of Banking & Insurance Service, Health Services, Tourism marketing, Hotel marketing, Transport marketing- concept, products, users, marketing mix, marketing process.
Suggested Books:
1. S.M. Jha, service Marketing, Himalaya Publishing House, Mumbai.
2. Harsh V. Verma, service Marketing, Pearson Education, New Delhi.
3. Sudhir Andrews, Tourism and Hospitality Industry, tata McGraw Hill, New Delhi.

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