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Services Marketing, has tried to analyze the services characters like intangibility, perishability, inseparability, variability which are very important for services marketers to develop their services offer and marker them. Marketing practices adopted in manufacturing products cannot be adopted in toto in services marketing. Services processes involve interaction between services product and consumers and hence services marketing cannot be an isolated activity of a services management. Book Content of Services Marketing Services Marketing- An Overview Services Marketing Services Marketing Structure Services Marketing Mix Product Pricing Promotion Place(Distribution) People Physical Evidence Process Organisation Marketing Strategy In Service Business Service Quality Managing Service Competition Marketing Of Service References
