Introduction to Services Marketing has been created to provide a comprehensive framework of knowledge to the students about this subject. The approach that has been adopted to write this book has been very simplistic in the sense that it is understandable by the students. Apart from covering all the relevant information in the form of clearly documented headings and sub-headings for the introduction of services marketing, buyer behavior and models and specific components, the book has some unique features.

This book has incorporated the list of important questions from examination view-point followed by a section of ‘Revision at a glance’. This section provides the reader to quickly get a glimpse of the whole chapter through major keywords relevant to the major topics outlined in the chapter. This could be very helpful at the time of end-point revision of each chapter. Also, another component which is new in this book is the set of Multiple-Choice Questions (MCQ’s) that have been provided at the end to assist the students handle the topics through objective question-answers. The need for this section was realized with the introduction of online examination which were based on this category of questions.

A genuine attempt has been made through this book to provide students with a crisp concept delivery with understanding and generate their interest to further explore this advancing stream of Services Marketing as it is dynamic and holds future prospects. Hence, this textbook is being offered to the students to gain a comprehensive and useful learning experience.