Essentials of Services Marketing: Case, Concepts & Theories of Services Marketing

Essentials of Services marketing is a text for students and business people who recognize the vital role that services play in the economy and its future. Indian economy are now dominated by services, and virtually all companies view service as critical to retaining their customers today and in the future. Even manufacturing companies that, in the past, have depended on physical products for their livelihood now recognize that service provides one of their few sustainable competitive advantages. This book also tries to focus on some service industries which are typically driving the Indian economy like the information technology, Hospitality, Tourism based services. This is because, contextually, these sectors have become important to Indian economy in the present period. It is quite likely that this could be applicable to other Asian countries as well, which are in a similar in the state of development.