Contents:– Fundamentals of Service Management and Customer Interaction; Fundamentals of Marketing and the Specifics of the Services Marketing Mix; Understanding and Implementing Segmentation and Targeting Strategies for Enhancing Service Delivery; Strategies for Differentiating and Positioning in the Services Sector; Lifecycle and Strategies of Product and Product Development; Building and Sustaining Strong Marketing Relationships; Marketing Plans and Strategies for Services; Service Quality and Customer Satisfaction in Service Industry; Pricing Strategies for Services