Mastering Service Marketing: A Manager's Handbook: 2 baixar o livro de graça

Mastering Service Marketing: A Manager's Handbook authored by Dr.V.Pattammal is a practical and comprehensive guide designed for managers, corporate leaders, consultants, entrepreneurs, and management students seeking to develop expertise in service marketing. The book combines conceptual understanding with managerial application, with particular attention to both Indian and global service environments.
The book covers eleven important dimensions of service marketing, including the introduction and characteristics of services, the 7Ps service marketing mix, relationship building, service quality and customer satisfaction, service branding, marketing strategies, technology, contemporary challenges, non-profit service marketing and future trends.
A central strength of the book is its hands-on learning orientation. It explains concepts such as intangibility, inseparability, heterogeneity, perishability, customer involvement, service quality, customer experience, service recovery, and technology-enabled service delivery. Managers are encouraged to apply these concepts through service blueprints, case studies, simulations, management games, role plays, group activities, and assignments.
The book also connects service marketing theory with real-world examples from banking, healthcare, education, hospitality, aviation, food delivery, transportation, technology, and digital services. It emphasizes customer-centricity, employee capability, process standardization, personalization, demand management, service recovery, and technology as foundations for competitive advantage.
Overall, this handbook enables readers to understand, design, deliver, manage, measure, and continuously improve service experiences in dynamic and competitive markets.

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