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Services Marketing, 2nd Edition by K. Mohana Rao

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1

Introduction to Services Marketing

LEARNING OBJECTIVES

After studying this chapter, you will be able to:

  • Understand the concept of services marketing

  • Describe the emergence of marketing thought in the services sector

  • Appreciate the reasons for a distinctive marketing approach for services

  • Understand the specific characteristics of services

  • Describe the reasons for growth in the services sector

  • Identify career opportunities in the services sector

After successfully completing his business engagements at Kozhikode, G. S. Rao headed to the airport to catch the 8:00 a.m. flight to Chennai from where he was to catch the connecting flight to Visakhapatnam to reach his office for a board meeting.

Suddenly his phone rang. He was informed that ...

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