SERVICES MARKETING: Principles, Strategies and Applications
Year: 2026
Type: book
Abstract: Service sector plays an important role in the growth of economy of a country. In India, the contribution of service sector is increasing rapidly. In this book, we tried to cover the different aspects of services and the marketing strategies. Service marketing is simply defined as a phenomenon wherein a service or an intangible commodity is promoted and marketed among the target audience. A novel kind of marketing, service marketing has become quite prominent in helping companies promote services around the world. Service marketing is a strategy which promotes and showcases the intangible benefits and offerings delivered by a company to drive end customer value. This can be for standalone service offerings or complementary services to tangible products. Service marketing is a concept which focuses mainly on the business of non-physical intangible goods. It is done for company given benefits which cannot be seen, touched, felt etc. These are benefits which are driven mostly by people, process & cannot be kept by a customer. Sectors like hospitality, tourism, financial services, and professional services etc. use service marketing to drive their business. Service marketing reflects on the way a type of service is promoted in the market. Though service marketing is a unique concept, it calls out for an intangible representation of commodities (services). As opposed to Product Marketing that involves a physically visible product being promoted over various media, service marketing calls for the promotion of a service that is not physically available but is still sold out to the customers. To sum it up, service marketing is a concept wherein a company promotes its services that are intangible, inseparable yet perishable in nature. Moreover, service marketing is much different than product marketing and involves a variety of features to be kept in mind. The importance of service marketing has grown immensely in recent times as more and more services like education, banking, hospitality, etc. are emerging as popular commodities.
Author: Dash, Dr. Satyabrata
Institution: P.G. Centre for Management Studies
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7204549223