Text and Readings is an anthology of original works of corporate leaders from the Indian Services Sector. In addition, a detailed section deals with the conceptual issues of services marketing. the ORganization of the Book is as follows: Services Marketing: Conceptual Issues Understanding Services Pehnomenon, Role of Services in Economy, Services Characteristics and Marketing Implications, Marketing mix in Services: the Traditional 4ps, Extended Marketing Mix for Services, Differentiation Strategies, Demand Management and Productivity, Services Quality, Services Strategies; Sector Specific Marketing: Challenges and Practices Tourism and Travel Services, Transportation and Logistics Services, Financial Services, Information Technology and Communication Services, Media Services, Health Care Services, Professional Services, Educational and Extension Services, Public Services. ISBN:9788174468708 650 Yr. of Pub.2002 Hard Bound English