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Services Marketing, 2nd Edition by K. Mohana Rao

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24

Services Marketing in India

LEARNING OBJECTIVES

After studying this chapter, you will be able to:

  • Understand the marketing of banking services

  • Understand the marketing of passenger transport services

  • Understand the marketing of tourism services

  • Understand the marketing of education services

  • Understand the marketing of hospitality services

INTRODUCTION

The service sector has registered a substantial growth during the last two decades in India. Its growth prospects are very high, as per the expectations of industrialists and economists. With the change in government policy, leading to privatization and private participation in service sectors, competition has intensified. The entry of multinational corporations, directly and in collaboration ...

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