Services Marketing: A Practical Approach

This book helps students to learn the fundamentals of services marketing from a practical point of view. The book is written in simple language so that any reader can easily understand the concepts covered in the book. The book focuses on the needs of the customers, who are to be kept satisfied and delighted for a business to prosper. This book will help readers to understand services marketing from various perspectives and will also be useful if a reader wishes to establish a new service business.

Autorentext

Biplab Datta is associate Professor of Marketing and Leadership at Indian Institute of Technology Kharagpur, India. His research interests include services marketing and organisational leadership. His research papers have appeared in Total Quality Management, Annals of Library Science and Documentation, Work Study, The Marketing Review, etc.