ook Summary of Marketing of Services The marketing tools of analysis have gained a wide application in the process of service decision making, possibly because modern business problems have become so complex that decision maker's personal experience is no longer adequate to provide an appropriate solution. It has, therefore, become essential for persons associated with decision-making to possess at least a working knowledge of the relevant tools of analysis. The purpose of this book is to provide, in one volume, the various theories which are deemed to constitute the subject matter of marketing of services. This book is intended to explain in non-technical language, the service application concepts, tools of service design, their relevance in customer decision-making and also the influence of marketing environment on business decisions. The scope of marketing of services is still in a state of flux and it may remain so in a computer based dynamic society with modern outlook of management. It gives us great pleasure to place this book before the students, learned teachers, professionals and business executives. This book on marketing of services: Text and Cases, has been designed especially for the students of MBA, MBE, PGDBM, M.Com, BBA, BCA, BBE, BBS, BCAM, B.Com, of various Indian universities and management as well as technical institutes. The book is equally useful for students pursuing courses like B.Com, M.Com, etc., wherever Marketing of Services is taught as one of the papers. The present book covers almost the entire syllabus of the said paper taught in various universities/autonomous institutes/institutes affiliated to Indraprastha University or other universities/bodies. Though the book is primarily meant for students, yet a study of the book will also enable practicing managers to systematize and improve their Marketing skills. About the Author Dr. S.L. Gupta is the Professor of Marketing at Birla Institute of Technology (Deemed University), Noida. He obtained his Masters in Commerce from University of Rajasthan and M.B.A. from Center for Management Development, Modi Nagar. Prof. Gupta has 4 years of corporate experience and 22 years of academic experience. He is a specialist in managerial decisions. Prof. Gupta is accredited management teacher from All India Management Association.
