Marketing of Services is a comprehensive academic and professional resource that explores the evolving concepts, strategies, frameworks, and applications of services marketing in the modern global economy. The book provides an in-depth understanding of service sector dynamics, including the emergence of the service economy, consumer behavior in services, service quality management, service design and delivery systems, relationship marketing, customer lifetime value, service recovery strategies, and the service marketing mix. It further examines contemporary developments such as digital transformation, e-services, customer relationship management (CRM), organized retailing, outsourcing, healthcare services, tourism, education services, IT-enabled services, and knowledge process outsourcing. Written in a clear and learner-focused style, the book integrates theoretical foundations with practical business applications, making it highly valuable for students, academicians, researchers, entrepreneurs, and professionals interested in service sector management and customer-centric marketing strategies. The text emphasizes innovation, customer experience, service quality, and relationship management as critical drivers of competitive advantage and sustainable business growth in today’s technology-driven and service-oriented marketplace.
About the Authors’
Dr. (Smt.) Bobby Brahme Pandey working as an Associate Professor in the Department of Management Studies, Guru Ghasidas Vishwavidyalaya (A Central University), Bilaspur (Chhattisgarh). She graduated in Arts at Girls Degree College, Bilaspur (Chhattisgarh), India. She secured Master of Administration (MBA) in Department of Management Studies, Guru Ghasidas University, Bilaspur (Chhattisgarh), India. She secured Ph.D., in Business Management from Department of Management Studies, Guru Ghasidas University, Bilaspur (Chhattisgarh), India. She is in the field of Teaching Profession in the Department of Management Studies, Guru Ghasidas Vishwavidyalaya (A Central University), Bilaspur (Chhattisgarh). She is in teaching profession for more than 27 years. She has presented 40 papers in National and International Journals, Conference and Symposiums. 14 Ph.Ds had been awarded under her supervision. Her main area of interest includes Managerial Economics, Marketing Management, Advertising and Consumer Behaviour.
Dr. Amit Stieve Henry is an accomplished academician currently serving as an Assistant Professor at the Department of Management, Chouksey Engineering College Bilaspur, Chhattisgarh, India. He brings 18 years of teaching experience and 3 years of industry experience, specializing in Human Resource Management and Marketing. He holds multiple academic qualifications including B.Com, M.Com, MBA, M.Phil (Management), PGDCA, and Ph.D. in Management. He has guided over 200 Master’s students and assisted Ph.D. scholars in their research work. His academic achievements include 14 publications in international and national journals. He has presented 32 papers at international and national conferences. His main area of interest includes Managerial Communication, Human Resource Management, Marketing Management, Advertising, Consumer Behaviour and International Business.
