Services Marketing Essentials You Always Wanted to Know

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This book will help you to :

  • Understand the Extended Services Marketing Mix which includes Product, Place, Price, Promotion, People, Process, and Physical Evidence
  • Learn the different models of service quality
  • Gauge consumer wants and perceptions to meet their expectations
  • Improve your service design to make it efficient
  • Create a pricing strategy according to your service business type

Services Marketing Essentials You Always Wanted to Know is a practical, concise, and straightforward guide on the essential aspects of services marketing.


Vishal Desai, a seasoned business professional with specialization and expertise in sales and marketing, has authored this book keeping in mind the novice professionals as well as the already experienced ones. The book covers the essential topics of services marketing and is a blend of theoretical explanations and practical demonstrations of the services marketing concepts.

The book is a must-read for young managers, B-school students, and entrepreneurs who wish to enhance their understanding and knowledge of services marketing. It is also a good fit for the teaching fraternity and industry professionals who teach sales and marketing courses at business schools as it includes several case studies, quizzes, and activities to liven up the subject and demonstrate the practical implications of it in real life.

Services Marketing Essentials You Always Wanted To Know prepares the readers to meet the challenges and seize the opportunities in today’s dynamic marketplace, especially when the service industry is growing exponentially worldwide.

This book is part of Vibrant Publishers’ Self-Learning Management series that aims to equip working professionals and students with essential knowledge of management subjects through compact and beginner-friendly books.

Customer Reviews

Based on 39 reviews
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Yusuf Koc

An excellent guide for understanding services marketing! I found the sections on customer relationships and service delivery very useful. Its concise, practical, and well-structured.

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Rohan Kulkarni

Services Marketing Essentials has been a game-changer for me. The focus on service quality and customer satisfaction helped me improve my approach. The content is clear and very applicable in real-world scenarios.

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Megan Wilson

This book is a great introduction to the fundamentals of services marketing. Its ideal for beginners, but I wish it had more advanced strategies for experienced marketers. Still a great resource!

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Anjali Verma

This book provides a detailed overview of services marketing. The real-world examples and case studies helped me understand complex concepts with ease. A great resource for both students and professionals.

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Daniel Carter

Services Marketing Essentials is a well-written and insightful book. It breaks down the unique challenges of marketing services versus products, with actionable strategies for success. Highly recommended!