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Services Marketing
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Title : Services Marketing Textbook |
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Title :
Services Marketing Workbook |
Today, the service sector contributes
more than 50 percent to India’s GDP. This is a far cry from the situation a
few decades back, when India was basically an agricultural economy. This
shift from manufacturing and agriculture to services is being witnessed in
countries all over the world. With the increasing prominence of services in
the global economy, Services Marketing has become a subject that needs to be
studied separately. Marketing services is different from marketing goods
because of the unique characteristics of services, namely intangibility,
heterogeneity, perishability and inseparability.
These characteristics also
require the marketing mix of services to be extended, to include Process,
People and Physical evidence, in addition to the four traditional Ps of
Product, Price, Place and Promotion. Services marketing is a people-dependent activity, owing to the fact that
there is often no tangible product that is delivered to customers.
The importance of concepts like relationship marketing cannot therefore be ignored in marketing services. The supplementary services attached to a core service, add value to it and help in differentiating it from the service offered by a company’s competitors. These also help in branding the service. Services Marketing discusses the unique features of services and their significance to marketing, and examines each of the seven elements of the marketing mix. The book also contains chapters on different service industries in India like Information Technology and Retailing, which have been experiencing tremendous growth in the recent years.
“Marketing is not an event, but a process . . . It has a beginning, a middle, but never an end, for it is a process. You improve it, perfect it, change it, even pause it. But you never stop it completely.”
- Jay Conrad Levinson
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