Services Marketing Govind Apte

This is a comprehensive textbook designed to meet the requirements of MBA students in Indian business schools. It deals with the marketing of services as a separate discipline as distinct from conventional business marketing. It presents its core concepts, and elucidates them through managerial applications. The book provides in-depth coverage of themes unique to the understanding of the subject. Among important topics discussed are: the elements of the marketing mix (people and the physical evidence of a service), the gap between expected and perceived service, customers" role in service delivery, and special pricing. Это и многое другое вы найдете в книге Services Marketing (Govind Apte)