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Services Marketing - Suggested Case Studies


Chapters Chapter Name Suggested Case Studies
Chapter 01 Understanding Services • Travel and Tourism in India - Focus on Innovation and Customer
• Software and IT Services in India
Chapter 02 The Nature of Services Marketing • Innovations in the Healthcare Services Industry in India
• JetBlue - Low Cost Airlines Success Story
Chapter 03 Consumer Behavior • Harrah’s CRM Strategy
• Customer Service and Organization Structure in the Insurance Industry
Chapter 04 Customer Expectations and Perceptions • Bharat Petroleum Corporation Ltd (BPCL) - Setting Global Standards
Chapter 05 Listening to Customers • Market Research in Insurance
• Successful Launch of the Gujarati Daily - Divya Bhaskar
Chapter 06 Market Segmentation and Targeting • Washington Mutual - "Spotlight on Teachers"
• Pulte Homes- Focus on "Active Adult Communities"
Chapter 07 Positioning and Differentiation of Services • BBC World in India
• Hutchison Telecom - Servicing Indian Customers
Chapter 08 Managing Demand and Capacity • Demand Estimation for a Call Center
• Strategies of US Courier Companies during Christmas
Chapter 09 The Marketing Mix Elements • Max New York Life - The 3P Strategy
Chapter 10 The Marketing Mix Elements • Vandana Luthra Curls & Curves (VLCC)
Chapter 11 Pricing Services • Air Deccan - The First Low Cost Airline in India
• Pricing Policies at Satyam Infoway
Chapter 12 Promotion and Communication of Services • Promotional Strategies of Cellular Service Providers in India
• UPS : Researching to Re-brand
• The ‘Incredible India’ Campaign - Marketing India to the World
Chapter 13 Place in Services • India Post - Moving Beyond Mail Services
Chapter 14 People in Services • Human Resource Management - Best Practices at Marriott International
• The Taj's People Philosophy and Star System
• FedEx India - Managing People
• Need for Training Sales Personnel in Insurance Organizations
Chapter 15 Process in Services • The AXA Way - Improving Quality of Services

Contd...

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