This subject is designed to provide a comprehensive introduction to services marketing. Using a `customer'centric' approach, it draws on contemporary business issues affecting the region in order to illustrate underlying concepts and principles. Specific topics include differences between goods and services; marketing implications; consumer decision processes for services; effective delivery of services; managing the servicescape; measuring customer satisfaction and service quality; service failures, customer complaints and recovery policies; the pricing of services; the role of promotions in service industries; consumer retention programs; managing demand, capacity and total yield.