Services Marketing

This book not only deals with the intangibility, perishability, and inseparability of the services, but also delineate and discuss the other important features such as the quality aspects of services marketing, gap theory of services marketing, demand and capacity alignment of services marketing, services pricing, and services promotion with the major emphasis on the management of the human aspects of services marketing.
The operational aspects of services have been explained with the help of case studies at the end of each chapter. The value adding features, such as, application exercises, key to application exercises and activities will make the book very interactive and useful to students, professors and service practitioners.