Introduction to Services, Defining Services, Goods Services & Products, Characteristics and Challenges, Classification of Services, Evolution and Growth of Services Marketing, Reasons for Growth of Services in World Economy, Reasons for Growth of Services in India, The People Component, Internal Marketing, Strategies for Internal Marketing, Classification of Employees/Roles of Employees, Conclusion/Summary of Internal Marketing, Commoditisation, Positioning, Service Quality, Marketing of Educational Services, Marketing of Tourism Services, Marketing of Health Care Services, Consultancy Services, Portfolio Management Services, Mutual Funds Marketing.

Rohit Gupta

Anil Dhasmana

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