Primarily designed for a one-semester coursefor postgraduate students of management and commerce, this compact andeasy-to-read book book gives a clear and straightforward analysis of ServicesMarketing. The book is significant and timely because Services Marketing hasbecome the largest beneficiary of liberalization. The book is set in the Indiancontext and the Indian scenario, which adds a new flavour and new dimension tothe subject. The text provides a detailed discussion of such topics as theconcept of services, consumer decision process and ethical issues, pricing,customer satisfaction, and customer retention. Besides, separate chapters aredevoted to a comprehensive analysis of hospitality and tourism services,financial services, information technology services, and health care services.What distinguishes the text is the provision of five case studies on tourism,financial services and IT services. The performance analysis of companies thathave made great impact, for example, Infosys and SAP, are perceptively analyzed.This book will be greatly valued not only by the students but also by thepracticing managers attending various management development programms (MDP) andexecutive development programmes (EDP).