Contents –
1. Services Marketing
2. Classification of Services
3. Services Marketing Management
4. Strategic Planning
5. Managing Demand and Supply of Services
6. Consumer in Service Industry
7. Service Marketing Mix and Service Promotion
8. Service Product
9. Pricing in Service
10. Place in Service
11. People in Service
12. Service Process
13. Physical Evidence
14. Organizing for Services Marketing
15. Marketing Strategies in Services
16. Managing Service Quality
17. Managing Service Competition
18. Globalization of Services
19. Marketing of Services
20. The Fundamental Concept in Service Marketing
21. Designing Suitable Product and Price Mix
22. Marketing of Financial and Insurance Services
23. Marketing of Educational and Professional Services
