Indian economy is progressively moving from the product dominated economy of pre-1990s, to a services focused economy. The demand for and expansion of services have emphasized upon the need to develop marketing strategies for understanding customer expectations as well as matching production and delivery of services qualitatively. This book deals with the intangibility, perishability, and inseparability of the services and also delineate and discuss the other important features such as the quality aspects of services marketing, gap theory of services marketing, demand and capacity alignment of services marketing, services pricing, and services promotion with the major emphasis on the management of the human aspects of services marketing. Further the book deals with a number of services such as financial services, telecom services, banking services, insurance services and so on. Services are also discussed in global perspective and the operational aspects of services have been explained with the help of case studies at the end of each chapter. The book will be useful to management students, professors and service practitioners.