O'Reilly logo

Marketing,that works in India by Y Moorthi

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

PART III   Marketing Services

Services are different from products. In services, there is an inevitable accompaniment of intangibles. (A pure product is tangible.) This leads to a distinct set of challenges in managing services. The other important related issue is that of ‘people’. We do not know who made the packed product in a retail shelf. We probably do not care. But who delivers the service can make a difference to the service. The customer is as much worried about the service provider as s/he is about the service itself. This brings in people related challenges. A detailed discussion on the different dimensions of managing a service follows in the chapter. They are discussed under four headings namely: (1) Basics, (2) Customer, (3) Pricing, ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required