All the important aspects of service marketing starting from the basics concepts of service marketing have been discussed in this book and it goes on to describe some of the evolving facets of this subject of study. Some of the basic and often discussed concepts of service marketing like the tangibility spectrum, service marketing mix, service marketing triangle along with the specific characteristics of services have been discussed in great detail.
The book will serve as an educational and informative read for students pursuing MBA and BBA programs in various colleges and universities of the country apart from the professionals attached with the business of developing and marketing services in the country.