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