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The present book is about the organization, operation and growth of the service sectors in India. A student of BMS often finds that service policies can be understood much better, and they can be analyzed more realistically if he has a good understanding of the actual functioning of the various parts of the Service Sector Management. This book highlights the growth of the service sector, in respect of its size, changes in its organizational structure, and the occurrence of diversification and innovations. While doing so, it combines the factual and analytical aspects of the discussion in a balanced manner. The merit of this book is that it gives the reader a fairly complete idea about the functioning of the whole set of banking and other services in covering all their major aspects in single volume The syllabus contains a list of the topics covered in each chapter which will avoid the controversies regarding the exact scope of the syllabus. The text follows the term-wise chapter-topic pattern as prescribed in the syllabus. Content - 1. Introduction to Service Marketing 2. Key Element Services in Marketing 3. Services Quality 4. Service Management 5. Marketing of Different Service Industries
