Synopsis Services marketing is marketing based on relationship and value. It may be used to market a service or a product. Marketing a service-base business is different. Service marketing has been relatively gaining ground in the overall spectrum of educational marketing as developed economies move farther away from industrial importance to service oriented economies.

This book is an excellent resource for any one involved in professional services. It provides you research-based approaches and tactics your organisation needs to succeed. It helps you select fine tools among the many and varied marketing strategies and approaches, allowing you to make the best possible decisions for you and your business while avoiding the common mistakes unique to professional services firms.