The second edition of Services Marketing has been specially designed to meet the requirements of postgraduate students of management. Essential concepts related to services marketing are explained lucidly with the help of Indian and global examples, exhibits and case studies. The book integrates theory with corporate examples and provides rich insights into the dynamics of the services sector. It also includes Internet-based exercises which will help the students apply theory to business situations. Key Features ???Integrates theory with corporate examples and provides rich insights into the dynamics of the services sector ???Discusses the practices of Indian and global companies ???Explains concepts through examples, exhibits, tables and case studies ???Includes Internet-based exercises which will help students apply the concepts learnt to different business situations New to This Edition ???New chapters on managing the services brand and managing demand and supply ???New sections on managing e-service and e-service quality, employee engagement in service industry, creating an empowered employee and customer feedback and service management orientation ???Updated and revised content as well as new case studies ???Links to important research papers that will introduce students to influential academic contributions in this area