Libro

In today's dynamic and customer-centric business environment, services have become the driving force behind economic growth and competitive advantage. Services Marketing: Concepts, Strategies & Practice is a comprehensive and application-oriented textbook designed to provide BBA students with a strong conceptual foundation and practical understanding of services marketing. Aligned with the BBA 307 syllabus of Guru Gobind Singh Indraprastha University (GGSIPU), Delhi, the book systematically covers the fundamental concepts, characteristics of services, consumer behaviour, service quality, customer relationship management, service design, digital transformation in services, and contemporary marketing strategies. Rich with real-world examples, case studies, illustrations, review questions, and practical applications, it bridges the gap between theory and industry practice, enabling students to develop analytical and managerial competencies. Written in a clear, student-friendly style, this book serves as an essential resource for undergraduate management students, educators, and aspiring marketing professionals. It not only prepares learners for university examinations but also equips them with the knowledge and skills required to understand, design, deliver, and manage superior service experiences in today's rapidly evolving business landscape. Whether used as a classroom text or a reference guide, Services Marketing: Concepts, Strategies & Practice offers a balanced blend of academic rigour, practical insights, and contemporary perspectives, making it an indispensable companion for every BBA student.