What is Service?? Concept; nature; characteristics of service; Difference between Goods and Services; Role of services in the economy.

Service Quality :- Concept; definition; scope; dimensions; Marketing of Services.

Service as a Product :- Its mix viz -a- viz pricing, people, promotion, place ; Management of Services marketing.

Definition of the Customer :- Relationship with the customer.

Data and its importance :- Capturing and maintaining of data ; tracking client list. Managing information.

Feedback from clients :- Complaint handling systems.

Customer management :- Retention of relationships Rationale behind practicing marketing.

Realizing people’s potential :- Training; Imparting skills.

Some Select Service Industries :- Focus on Personal Care Mktg.