1. SERVICES :
Concept , Characteristics and Classification of Services .
Challenges in Service Marketing .
Service Sector and Economic Growth .
2. STRATEGIC ISSUES :
- Segmentation , Differentiation and Positioning of Services .
3. MARKETING MIX OF SERVICES :
Product , Price , Place , Promotion of services .
People , Physical Evidences and Process Decisions.
4. DESIGNING A SERVICE STRATEGY :
Service Management Process .
Internal , External and Interactive Marketing Strategies .
5. SERVICE QUALITY AND PRODUCTIVITY :
Concept , Dimensions and Process .
Service Quality Models , Applications and Limitations .
Productivity in Services .
6. APPLICATIONS OF SERVICE MARKETING :
Marketing of Financial , Hospitality , Health , Educational and Professional Services .
Marketing of NGOs.
"CONTENT TO BE ADDED SOON "
