Services: - Meaning and definition of services – Importance of services in Indian Environment – Classification of services – Characteristic features of services – Growth of the service sector – Economic policy on services – Differences between goods and services.

Service Marketing: - Concept – Significance – Customer’s expectation in Service Marketing – Managing demand and supply in service business.

Marketing Mix for Services – Marketing mix of selected services: -Personal Care Marketing – Entertainment Marketing – Education Marketing – Communication Marketing – Electricity Marketing.

Key Services Marketing: Banking services – Insurance services –Transport services – Tourism services – Hotel services- Consultancy services – Hospital services - Market segmentation.

Service Quality: - Introduction – Measurement of Service Quality –Scope of Service Quality – Tools for achieving Service Quality – Causes of Service Quality – Problems – Principles guiding improving of service equality.