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This work on Services Marketing is a comprehensive textbook which lucidly explains the basic concepts of services and marketing to meet the requirements of MBA students in several business schools. It fills a long-standing need of the students as it deals with the marketing of services as a separate discipline as distinct from conventional business marketing. The text is specifically designed to cater the needs of undergraduate and postgraduate students by presenting the core concepts of the subject and elucidates them through managerial applications. The text is useful not only to the students and teachers but equally have relevance to professionals in the field.
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