Marketing services has now become an integral part of the global economy. The changes initiated in the economic policies especially in India has resulted in a boom in the services and thus the contribution from the service sector to the overall economy has gone up progressively. There are major issues pertinent to the Indian context which need to be understood and presented to the academic and corporates. This book is an attempt to link the theoretical a d practical aspects of services marketing. The book has been organized into six sections telecom services, banking services, financial & insurance services, information technology enabled services, healthcare & education and other select services. Each section deals with the emerging trends in the respective sector while attempting to provide information on current developments and practical insights. Marketing Services aims to provide a comprehensive collection of articles on the important aspects if services marketing and caters to the academic needs of postgraduate students of MBA, M.Com and other diploma programmes in management, IT also serves as a reference manual for faculty, researchers as well as practicing managers.
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