Economic Indicators hind at the transformation of the economy into a services dominated one. Services like Marketing Mix, Consumer Behaviour, Quality, Pricing, Delivery, Distribution and Role of Technology etc. have undergone a massive change in the last five years.

Managers equipped with the skills of service marketing and sales are in great demand in organisations around the world because good companies can never be left untouched by the service way. Even the most ignored services like repairs, home care, pest-control, designing etc are becoming fast organised.

The importance of services in the Indian landscape calls for competence building in professionals to manage the services system. The Present book is a balance presentation of theories and case-studies, drawing examples from organisations across the globe.

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