Services Marketing: Text and Readings is an anthology of original works of corporate leaders from the Indian services sector. In addition, a detailed section deals with the conceptual issues of services marketing.The organisation of the book is as follows:Services Marketing: Conceptual Issues Understanding Services Phenomenon, Role of Services in Economy, Services Characteristics and Marketing Implications, Marketing Mix in Services: The Traditional 4Ps, Extended Marketing Mix for Services, Differentiation Strategies, Demand Management and Productivity, Services Quality, Services Strategies.Sector Specific Marketing: Challenges and Practices Transportation and Logistics Services, Financial Services, Information Technology and Communication Services, Media Services, Health Care Services, Professional Services, Educational and Extension Services, Public Services
