TOURISM MARKETING
Rural Tourism : Revisiting the Roots
-- Swati Singh
Increased realization of the benefits of rural tourism has set into motion numerous initiatives by the Indian
government to harness its potential in attracting domestic and international travelers. In the light of these developments, this
article explores the rural tourism scenario in India, with special emphasis on the benefits it bestows on the economy and
the challenges embedded in its growth trajectory.
© 2010 IUP. All Rights Reserved.
RURAL MARKETING
Service Innovations for Rural Markets
-- Shailendra Dasari
Rural India, with a population of over 740 million spread over 640,000 villages, offers as much potential for goods
and services as the urban markets. While FMCG marketers have been quick to seize this opportunity and have already
made significant inroads into rural markets, their services counterparts have a lot of catching up to do. This article
examines the potential offered by rural markets for services, strategies to be adopted by services marketers for being
successful in rural markets, and success stories of some of the early movers.
© 2010 IUP. All Rights Reserved.
FINANCIAL MARKETING SERVICES
Changes Impacting Marketing in
the Financial Services Sector
-- Shankar Anappindi and M S Manohar
The recent past has witnessed a variety of changes. One that has affected the financial services sector most
significantly has, of course, been the capital market crash. That apart, there have been many other changes relating to
technology, customer expectations, and so on. This article takes a look at some of these changes and how they have
impacted marketing in the financial services sector.
© 2010 IUP. All Rights Reserved.
EMERGING TRENDS
Changing Scenario of Life
Insurance Marketing in India
-- Rishi Sharma
The life insurance business in India has witnessed rapid transformation since 1999, when this sector was thrown
open to the private sector. Today, we have 23 companies engaged in this business, many of which are joint ventures
involving foreign firms. There is a dramatic change in the numbers and variety of insurance products on offer, and the ways
in which they are marketed and distributed.
© 2010 IUP. All Rights Reserved.
RETAIL MANAGEMENT
Service Orientation in Retailing
-- Nitu Saxena
Service orientation in retailing has come to the fore with the emergence of organized retailing, and has spread
its roots to traditional formats as well. The changing expectations of consumers have necessitated that services
are effectively planned and executed. Today, successful retailers know that the demand for their merchandise is not
just price elastic, as economists would like to believe, but also service elastic. Accordingly, service orientation should
be integrated into all aspects of retailing. The goal should not only be customer satisfaction, but also customer delight.
© 2010 IUP. All Rights Reserved.
CONSUMER RESEARCH
Service Quality in Telecommunications : A Survey Report
-- Vinita Kaura & Sunita Verma
This article is based on a study that uses a modified SERVQUAL instrument to measure service quality in
the telecommunications sector. A comparative analysis is made between BSNL and Airtel on the five principal dimensions
of service quality, based on a customer survey conducted in Rajasthan. Customers' expectations, perceptions and
gap scores have been measured and compared for both the telecom service providers.
© 2010 IUP. All Rights Reserved.
CASE STUDY
The Three Day Saga at All Saints Hospital
-- Sukesh Kumar B R
This case study draws attention to two aspects of services marketing: (a) The importance of
configuring a services marketing mix with due care to the people, process and physical evidence dimensions, and
(b) The analysis of a service failure situation and finding solutions to the same by using the Servqual
Gaps model. The case brings out these aspects through a poignant narrative of the unfortunate death of
the protagonist's brother-in-law, due to what was perhaps a situation of inadequate diagnosis
and treatment at a well-equipped multi-specialty hospital.
© 2010 IUP. All Rights Reserved.
INDUSTRY FOCUS
Marketing of Engineering Services : Challenges, Possibilities and Perspectives
-- A Lakshminarasimha
Engineering Services Outsourcing is a big business. The market for Indian companies in
the engineering field is huge. The challenge is that having recognized this, how does a company in
this field market its service? Do the 4Ps or 7Ps help? What is it that the customer actually looks
for? What is the meaning of quality, cost, delivery and service in this field? Each field has its
niche segment and a desirable and most appropriate approach to marketing. In this article,
the approach to marketing of engineering services is thoroughly delineated.
© 2010 IUP. All Rights Reserved.
BUSINESS STRATEGY
Indian Construction Industry : A PESTEL Analysis
-- Jacob Chandy
This article takes us through a PESTEL analysis
(political, economic, social, technological, ecological and
legal analysis) of the Indian construction industry. It brings out how the various constituents of the external
environment influence this very important industry, which has a stupendous task ahead of it, but is faced with numerous
constraints, both internal and external. The article also looks at the key drivers of change and opportunities for the future.
© 2010 IUP. All Rights Reserved.
SOCIAL MARKETING
Adopting Marketing Concepts for
the Success of Social Projects
-- Souren Ghosal
In this article, an attempt has been made to examine in what way government schemes and social programs could
be successfully implemented by inducting marketing concepts practiced by corporate entities. The idea is that
concepts related to product development, pricing, promotion and distribution of ideas, goods and services can be used in
the context of government projects. The absence of these in social projects sponsored by the state has been the
prime reason for poor delivery; and this article highlights ways to improve them by the adoption of principles drawn from
the marketing domain.
© 2010 IUP. All Rights Reserved.
Global
Executive Summaries |
- The Secret of Service Marketing
Full Text: www.online-pr.co
- The Services Marketing Mix
Full Text: www.quickarrow.com
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