SERVICES MARKETING: THE INDIAN CONTEXT, Edition 4

R. SRINIVASAN

avg, 2014 · PHI Learning Pvt. Ltd.

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Services are widely used by people practically in all aspects of life. The globalised era is seeing services being used by a wide cross-section of society from the corporate to the man. The Fourth Edition of the book educates its readers about how marketing strategies are changing and evolving through times. The new edition comes with updated case studies on various service sectors, such as Hospitality and Tourism (Thomas Cook, Karnataka State Tourism Development Corporation (KSTDC) Ltd., and (Cafe Coffee Day). A new case study “Indian Airline Industry”, has also been introduced to add to the diversity of services. Finance (Credit Card Business of Standard Chartered) and Information Technology are also updated (Infosys and SAP). The cases, set within the Indian context, lend a practical dimension to the subject, familiarizing the students with the developments in the Services Marketing area in India. The new edition, with its emphasis on recent data and the contemporary Services Marketing scenario, is an ideal companion for the budding managers. It should also be of great use to the practising managers attending various Management Development Programmes (MDPs) and Executive Development Programmes (EDPs). New to this edition • A new case study “Indian Airline Industry” has been introduced. • All case studies of the previous edition have been updated with latest information and developments in the company. • Chapter 2 and Chapter 15 of the book have been revised with latest data and illustrations.

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R. SRINIVASAN (Fellow, IIM Bangalore) is Professor, Department of Management Studies, Indian Institute of Science (IISc.), Bangalore. He had his post-doctoral training at the University of Leeds (UK). Professor Srinivasan has more than 33 years of experience with premier institutions such as IISc., Administrative Staff College of India, (Hyderabad), and NITIE, (Mumbai). He has served with distinction in reputed organisations like Tata Consulting Engineers and Indian Telephone Industries. He is a recipient of the International Statistical Institute Awards (1983) and the Colombo Plan Award (1989). Professor Srinivasan has to his credit more than 150 articles in leading international and national journals. He has authored seven well-established books; four from PHI Learning including the present book: Case Studies in Marketing—The Indian Context, 6th ed.; International Marketing, 3rd ed.; Strategic Management—The Indian Context, 5th ed.