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Service Marketing: An Overview
Abstract
The chapter gives an overview of Services Marketing, The chapter deals with the characteristics of Services and the need of services marketing. The chapter also focuses on the types of Services. The elements of the marketing mix as are applied in case of tangible goods are equally applicable to services marketing also. Hence a thorough analysis is done on the Service marketing mix i.e. Product, Price, Place, Promotion, People, Process and Physical evidence. An overview of the various decisions to be taken under each has also been taken care of.
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