Acknowledgements With immense gratitude and heartfelt appreciation, I take this opportunity to acknowledge the invaluable contributions of those who have supported me in the creation of this book, “Ins” and “Outs” of Services Marketing, Vol-1. First and foremost, to my beloved wife, Smt. Madhumita Sarkar, whose unwavering love, patience, and encouragement have been my greatest source of strength. Your belief in me has been a lighthouse guiding me through every challenge. I express my deepest gratitude to Late Shri A.K. Mitra and Smt. Supti Mitra, whose unwavering support, wisdom, and blessings have been a guiding force in my life. Their values and encouragement continue to inspire me every day. This work is a humble tribute to their cherished memory and lasting legacy. To my wonderful daughter, Soumita Sarkar, and my son, Soumitra Sarkar, you are my pride and joy. Your love and inspiration constantly motivate me to strive for excellence. To my brother, Mr. Soumen Sarkar, you have been a pillar of support and a source of boundless encouragement. Your faith in my endeavors has always given me the confidence to move forward.

Introduction to Services
 What are services
 The services concept- Service Industry
 Understanding the service sector
 Differences between goods and services
 Marketing of services
 India and service Industry
 Key Economic Indicators about India
 India at a Glance
 Did you know that!
 Let us sum up
 Questions for discussion
 Suggested readings
 Case study