Understanding services phenomenon,role of services in economy,service characteristics and marketing implications,knowledge of buyers,marketing mix in services:the traditional 4ps,extended marketing mix for services,differenciation strategies,demand management and productivity,service quality,service strategies,tourism marketing:the MPSTDC experiance,hotel marketing,airlines services marketing,travel services marketing,railways services marketing:focus on pricing strategies,multimode freight transportation services marketing:the concor experience,courier services marketing:the speed post experiance,marketing logistics services: pipelines,marketing of insurance servces,bank marketing:market research and indian banks,housing and financeal intermediation:operational links and private sector initiatives in indian context,portfollio management services marketing,fatoring services marketing,mutual funds marketing,information technology services marketing,telecome services marketing:the MTNL experiance,computer networking services:the internet experiance,newspaper marketing:saperates men from boys,broadcasting services marketing:the ATN experience,hospita;l services marketing:the indian management consulting experiance,advertising services marketing,marketing:reserach services marketing,retail services marketing:faviourites of a new life cycle,eduction services marketing,training services marketing, agricultural extension services marketing,social marketing or public services marketing,religious services marketing:bahais perspective. (Topical Term)