Chapter wise contents: 1. Marketing of Services : An Introduction 2. Service Sectors in Indian Economy 3. Service CUlture 4. STP Process in Service Marketing 5. Consumer Behavior in Service Sector 6. Strategies in Service Marketing 7. Branding of Services 8. Service Marketing Mix 9. Service Design 10. Service Yield Management 11. Service Profit Chain 12.Managing Service Quality 13. Service Quality Gaps Model 14. Customer Lifetime Value 15. Managing Customer Relationships 16. Service Marketing in Rural Arena 17. Globalisation of Services CASE STUDIES TECHNICAL NOTES INDUSTRY REPORTS