Services Marketing

About The Authors

Asst. Prof. Saumyabrata Nath, is an Academician, Researcher & Soft Skill Trainer with around 12+ years experience in Academics and 2+ years in Industry. He has worked as Asst. Professor for MBA/MMS Dept. in different universities, colleges & institutions under VGU-Jaipur, Mumbai University, Bangalore University and Visvesvaraya Technological University - Belgaum. He is qualified with Ph.D (HR) from Utkal University, MBA(HR & Marketing) from Bangalore University, MBA (OM), MA (English), M.Sc (Maths), PGDM (Tourism), B.Ed (Maths & Economics) from University of Mumbai and B.Sc with Honors (Mathematics) from Assam Central University. He is also C-TET qualified under Central Govt. of India.

Currently he is working as Asst. Professor & Research Scholar in Management Department (International Business) under Vivekananda Global University (NAAC A+ graded), Jaipur - Rajasthan. He is pursuing his second Ph.D in Marketing Management. Asst. Prof. S. Nath is an approved faculty for Management Studies (PG Courses) under University of Mumbai, Maharashtra. He has also worked as a Soft-Skill trainer under Infosys Campus Connect Program initiated by Infosys Ltd. Bangalore.

He has also presented 55 Research Papers in various International / National Journals and published in Scopus Indexed /UGC CARE / UGC Referred / Google Indexed, Peer Reviewed and conference proceeding books. He has published many patents under Govt. of India as well as written 3 books.

Mr. Nath is a certified Career Coach from Mindler & Career development Alliance, USA. He is also a certified Six Sigma Green Belt Professional.

He is also the member of many International & National academic forums, Conducted 50+ guest sessions, seminars, FDPs, SDPs and Workshops as a Key Resource Speaker in India & Foreign Countries and has won many National & International Awards for his contributions towards upliftment of student community.

Dr. Prashant G. Mishra, Currently working as Assistant Professor at PRUT Saket Institute of Management, Kalyan, Thane, Maharashtra. It is one of the reputed institute for management studies. He is an Academician with 07 years of experience in teaching and research. He is currently pursuing his Ph.D. in management (Submitted Thesis) from Shri J.J.T University, Rajasthan. He is MMS/MBA (Marketing) from University of Mumbai, M.Com (Accounts) from University of Mumbai, B.Com (Accounts) with distinction from University of Mumbai which is ‘A++’ university in India. He is accented with the knowledge in the field of Communication skill and Soft skill to satisfying career in the field of Academics and Research. He has published and presented various papers in International peer reviewed journals and UGC Care.

Dr. Bahrullah Safi, is Vice President International at Acacia University, Arizona, USA, (Part of Westford Education Group). He is also Academic Advisor at Myracle.io, Berlin Germany. Dr. Safi is a member of the Editorial and Advisory Board of various International Journals and of different organizations including SEMS, India, Bangladesh Business Research Foundation, International Institute of Influencers, India, and Global Ambassadors of Sustainability, UAE.

Dr. Safi has worked as a Broadcaster with External Services Division of All India Radio New Delhi, and a Chancellor of Mirwais Neeka University, Kandhar, Afghanistan.

Dr. Safi has earned his Ph.D. in Management, published several research papers in national and international journals and delivered keynote speeches in many international conferences.

Dr. Bahrullah Safi is the recipient of different awards, like Best Young Director of the year award, Outstanding Educators and Researchers Award, Excellent in Academic Award and many more and he has trained many learners and corporate professionals.

Dr. Sangeetha. R, is currently working as Assistant professor in Sri Krishna Arts and Science College, Coimbatore. She has completed her Ph.D in Commerce, MBA in HR & MIB Course. She has more than five years of teaching experience in International Business. She has published and presented papers in various National / International seminars, Conferences & symposiums. She has also published various research articles in peer reviewed journals, UGC Care and Web of Science indexed journals. She has also published book chapters in National and International publications.

About The Book

Service sector plays an important role in the growth of economy of a country. In India, the contribution of service sector is increasing rapidly. In this book, we tried to cover the different aspects of services and the marketing strategies. Service marketing is simply defined as a phenomenon wherein a service or an intangible commodity is promoted and marketed among the target audience. A novel kind of marketing, service marketing has become quite prominent in helping companies promote services around the world. Service marketing is a strategy which promotes and showcases the intangible benefits and offerings delivered by a company to drive end customer value. This can be for standalone service offerings or complementary services to tangible products. Service marketing is a concept which focuses mainly on the business of non-physical intangible goods. It is done for company given benefits which cannot be seen, touched, felt etc. These are benefits which are driven mostly by people, process & cannot be kept by a customer.

Sectors like hospitality, tourism, financial services, professional services etc. use service marketing to drive their business. Service marketing reflects on the way a type of service is promoted in the market. Though service marketing is a unique concept, it calls out for an intangible representation of commodities (services).

As opposed to Product Marketing that involves a physically visible product being promoted over various media, service marketing calls for the promotion of a service that is not physically available but is still sold out to the customers.

To sum it up, service marketing is a concept wherein a company promotes its services that are intangible, inseparable yet perishable in nature. Through an array of initiatives, service marketing is carried out in light of the emerging global service sector. Moreover, service marketing is much different than product marketing and involves a variety of features to be kept in mind. The importance of service marketing has grown immensely in recent times as more and more services like education, banking, hospitality, etc. are emerging as popular commodities.