Services: Marketing, Operations, and Management is a comprehensive textbook specially designed to meet the needs of postgraduate management students. It explores the core concepts of the service industry and uses numerous examples, exhibits, flowcharts, formats, and illustrations to explain them. Beginning with the introduction of the service industry, the book elaborates on the service product and the importance of market resarch in the service industry. Imparting an understanding of consumer behaviour, the book discusses segmentation, targeting and positioning in competitive markets. Important service concepts like customer perception of service, customer expectations, and physical evidence are explained. How to manage service operations and processes, evaluating customer feedback and service recovery, managing distribution channels in service industry and managing people are elaborated on. The book also discusses pricing strategies for service and promotion mix. Key contemporary issues like impact of technology, managing quality and excellence, ethics in service marketing, strategies for business growth and emerging service sectors are also explored in detail. Management students will find this book highly useful for its coverage of the key concepts explained through industry-related examples, flowcharts, tables, formats, and illustrations. With its practice-orientated approach, the book would also be useful to professionals in the service industry.