Services Marketing

Img: 1 2 3

Details

Textbook:
Pages : 536; Paperback;
210 X 275 mm approx.

Workbook:
Pages : 283; Paperback;
210 X 275 mm approx.

Chapter Code : SMC28

Pricing

Textbook Price: Rs. 900;
Workbook Price: Rs. 700;
Shipping & Handling Charges: Rs. 100 per book;
Books Available only in INDIA

Buy Now

Please allow 5 to 10 days for delivery.

Detail Table of Contents

Click below to view
HTML PDF

Professional Services Marketing - (IT Services, Consultancy, Healthcare, Advertising & Retailing Industries) : Overview

The IT industry needs to provide quality customer service and maximize customer satisfaction at the lowest delivery cost. It is an economy-dependent industry and is exclusively knowledge-based.The IT industry in India is one of the major contributors to the country's economy. The growth of the IT industry in India has supported the birth and development of ITES (IT Enabled Services) sector in the country.

The rapid pace of innovations in technology in the areas of telecommunications, software and related fields began to redefine the way the IT industry operated. The market segmentation of the IT industry can be done on the basis of geographic locations, turnover of the customer companies, requirements of the specific groups of the customers, categorization of industrial and non-industrial users, etc.

As major portion of IT solutions are targeted at the corporate sector, segmentation is generally corporate-centric. The fast and continuous product/service development, adoption of the right processes, competitive pricing of products/services and promotion of these along with recruiting and training the right people, are very important in the IT industry.

Shortfall of manpower, guarding against commoditization and the problems posed by the anti-outsourcing policy of USA and UK are among the challenges faced by the industry. Focusing on generating intellectual property, encouraging strategic acquisitions and alliances, improving the quality of business with a focus on developing domain consulting, carving niche markets etc. are some ways to combat the challenges.

The industry should also try to increase its presence in new service lines such as Packaged Software Support and Installation, IT consulting, Network infrastructure management, Systems integration, IS outsourcing, IT Training and Education, Hardware support and Installation, and Network consulting and integration etc. It needs to penetrate the under- exploited verticals like retail, telecom service providers and healthcare, which are believed to be the future of IT services.

Chapter 28 : Overview

IT Industry
Evolution of IT Services
Market Segmentation Market Strategy

Marketing Mix

Product Place
Price Promotion People Process Physical Evidence

IT Industry in India
Challenges before the Indian IT industry

1] Understanding Services
2] The Nature of Services Marketing
3] Consumer Behavior
4] Customer Expectations and Perceptions
5] Listening to Customers
6] Market Segmentation and Targeting
7] Positioning and Differentiation of Services
8] Managing Demand and Capacity
9] The Marketing Mix Elements
10] Product : Packaging the Service
11] Pricing Services
12] Promotion and Communication of Services
13] Place in Services
14] People in Services
15] Process in Services
16] Physical Evidence
17] Relationship Marketing
18] Internal Marketing
19] Supplementary Services
20] Developing and Managing the Customer-Service Function
21] Marketing Planning for Services
22] Service Quality
23] Globalization of Services
24] Tourism & Travel Services Marketing
25] Marketing of Financial Services
26] Communication and Information Services Marketing
27] Media Services Marketing
28] Professional Services Marketing
29] Marketing of Education Services
30] Charities Marketing