Services are used by people in practically all aspects of life. The globalised era is seeing services being used by a wide cross-section of society from the corporate to the individual.

This fourth edition explores how marketing strategies are changing and evolving. The new edition comes with updated case studies on various service sectors, such as hospitality and tourism. A new case study on the Indian airline industry has also been added. Sections on finance (Credit Card Business of Standard Chartered) and information technology have also been updated (Infosys and SAP). The cases, set within the Indian context, lend a practical dimension to the subject.

The new edition, with its emphasis on recent data and the contemporary services marketing scenario, is an ideal companion for budding managers. It will also be of use to the practising managers attending various management development programmes and executive development programmes.

New to this edition:


A new case study on the Indian airline industry has been added
All case studies have been updated
Chapter 2 and Chapter 15 of the book have been fully revised