An Overview of Service Marketing
Journal Title: International Journal of Interdisciplinary and Multidisciplinary Studies (IJIMS) - Year 2017, Vol 4, Issue 2
Abstract
Marketing literature has expanded in its horizon overtime. Services have become a fundamental part of the literature. The inherent differences between goods and services led to development of services as a separate field of study. Marketing in case of services revolves around consumers as they are important part of service exchange. However, due to its complex nature, conceptual clarity about marketing in services is still lacking. This paper is an attempt to remove conceptual ambiguity about services marketing. The paper discusses the evolution of service marketing literature, characteristics of services and marketing mix for services. The paper concludes with some suggestions for service marketers.
Authors and Affiliations
Anuradha Malik, Ashish Malik
Keywords
Related Articles
- EP ID EP31075
- DOI -
- Views 319
- Downloads 0
Studies on Macrophyte Diversity in Lalbandh Wetland, Birbhum, West Bengal, India
The present work reveals the macrophyte diversity of Lalbandh, a freshwater wetland in Birbhum District of West Bengal. Seasonally species were counted and identified from the wetland during consecutive three years (20...
Practising Sericulture Through Women Self Help Group :A Tool for Economic Development of Tribal Woman in Assam
Assam is the meeting ground of different tribal groups. These Tribal groups in Assam are considered educationally, socially and economically the most backward. Women Empowermentis a vital issue of all round development...
In Search of Little Tradition of Folk Islam: A Study of Marefati Folk Songs in Bengal
Islamic contact with Bengal is as old as the role of the religion is significant in the historical development of this region. Its importance does not simply consist in the fact that the undivided Bengal saw the larges...
An overview of the economic condition of Majuli, the largest inhabited river island of the world
Majuli, the largest inhabited river island of the world is located in the Brahmaputra river of Assam. It was a subdivision of the Jorhat district. Recently it is declared as the 33rd districts of Assam and it is the firs...
Microfinance Sector in India:Genesis and Aftermath of Andhra Pradesh Microfinance Crisis of 2010
Microfinance is India is primarily rural and semi-urban in nature. Microfinancing efforts have not yet yielded the desired results. This conceptual paper is an attempt to increase understanding about Indian microfinance...