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Services Marketing by Rajendra Nargundkar: A Comprehensive Academic and Practical Guide
"Rajendra Nargundkar’s Services Marketing is a foundational academic textbook that bridges the gap between traditional goods-based marketing theories and the unique realities of the service sector. This work provides students, researchers, and marketing professionals with a structured framework to understand how intangible products must be managed differently from physical merchandise. By addressing the core challenges of services—such as intangibility, heterogeneity, perishability, and inseparability—the book outlines strategic mechanisms required to deliver consistent quality, build customer loyalty, and navigate the complex dynamics of serv..."
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