1
Introduction to Services Marketing
LEARNING OBJECTIVES
After studying this chapter, you will be able to:
Understand the concept of services marketing
Describe the emergence of marketing thought in the services sector
Appreciate the reasons for a distinctive marketing approach for services
Understand the specific characteristics of services
Describe the reasons for growth in the services sector
Identify career opportunities in the services sector
After successfully completing his business engagements at Kozhikode, G. S. Rao headed to the airport to catch the 8:00 a.m. flight to Chennai from where he was to catch the connecting flight to Visakhapatnam to reach his office for a board meeting.
Suddenly his phone rang. He was informed that ...
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