Role of services in marketing

Abstract

Service is the action which means to do something for someone. It is intangible (which cannot be touched) in nature while the product is tangible in nature. In simpler meaning, Services are process, deeds and performance. Service marketing is a wide subject to study. In this paper we will discuss about service marketing, its marketing mix, new service development, service failure and recovery. It is a marketing based on relationship and value. Service marketing is quite different from that of product marketing. Services can vary from individual to individual. Marketing of services is the completely new aspect in the marketing, which is of highest importance after the end of 20th century.