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Services Marketing: Course Outline - MKT-635

Service sector is growing very rapidly all over the world and gaining importance due to its huge contribution to GDP of any country.

Text & Reference Books


Course Outline (BBA)

Introductory Lecture

New Perspectives on Marketing in Service Economy

Challenges in Services

Consumer Behavior in Services Context

Positioning Services in Competitive Markets

Distributing Services

Islamic Contents

Crafting the Service Environment

Setting Prices in Services

Building and Managing Brand Equity

Promoting Services and Educating Customers

Designing and Managing Service Processes

Managing People for Services

Project Presentations