Service Marketing Management

As an essential part of marketing service marketing deals with the different types of services provided by the firm to its customers. It is divided in two major areas namely business-to-business services and business-to-customer services. The main services under this area are financial services hospitality telecommunication services health care tourism entertainment services etc. This book is compiled in such a manner that it will provide in-depth knowledge about the theory and practice of service marketing. Most of the topics introduced in it cover new techniques and the applications of the subject. Coherent flow of topics student-friendly language and extensive use of examples make this textbook an invaluable source of knowledge.