Services Marketing: Text And Cases 2E

Unlock the complexities of Services Marketing with the comprehensive Second Edition by Oxford University Press. Ideal for postgraduate management students, this textbook offers a lucid explanation of essential concepts, enriched with Indian and global examples, exhibits, and engaging case studies. Discover how to integrate theory with corporate practices and gain deep insights into the dynamics of the services sector. This edition introduces new chapters on managing service brands, demand, and supply, alongside updated content on e-service quality and employee engagement. Enhance learning with Internet-based exercises designed to apply theoretical knowledge to real-world business scenarios. A must-have resource for aspiring marketing professionals.