The present book looks at the service industry from a new dimension emerging in the marketing world. It includes invaluable research papers and presentations from the distinguished academicians, management professionals, research scholars, business analysts, executives and students. The objective is to create a fresh knowledge-base thereof and provide direction to the business, academia and policy-makes to effectively cope with future challenges enveloped in a have of mystery. The present book is divided into seven parts, covering all the possible areas of marketing. Part I gives an overview of the present scenario of marketing of services. Part II discusses the issues like customer relationship management, customer nuances in the service sector and market research in India. Part III looks into the banking and insurance industry on an intensive basis. Concepts and practices like ‘E-CRM’ and ‘Unity of Credit Derivatives in Indian Banks’ have been thrown light upon in this section. Part IV is devoted to healthcare industry. Part V deals with outsourcing practices. Part VI discusses the management consultancy in India. Part VII throws a light on the most contemporary issue of corporate entrepreneurship in regard to wealth maximization. This section is specially designed to give an insight to such enriching additions.
ABOUT THE AUTHOR B.R. Bhardwaj
Mrs. B.R. Bhardwaj is a Lecturer in the area of Marketing in Bharati Vidyapeeth’s Institute of Management and Research, New Delhi.
ABOUT THE AUTHOR S.S. Vernekar
Dr. S.S. Vernekar is currently the Director of Bharati Vidyapeeth’s Institute of Management and Research, New Delhi. His area of interest is Marketing.
ABOUT THE AUTHOR Sandeep Goel
Dr. Sandeep Goel is an Assistant Professor in the area of Accounting and Finance in Bharti Vidyapeeth’s Institute of Management and Research, New Delhi. He has a distinguished academic record to his credit. He topped in his school in Senior Secondary Examination, conducted by Central Board of Secondary Examination, Delhi in 1992. He graduated in Commerce with Honours degree from Shri Ram College of Commerce, Delhi with flying colours in 1995. Later, he got his Master's degree in commerce with specialisation in Finance from Department of Commerce, University of Delhi in 1997. His special area of interest is Financial Management. To further his interest, he started working for his doctoral degree which he earned in the shortest possible time in September 2000. He has to his credit noteworthy books and several research papers and articles which have appeared in leading periodicals. He has organised various national conferences. He has guided a good number of scholars under him for their M.Phil degree. He has also guided a number of quality research projects, both at the graduate and post-graduate level successfully to completion.
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