This essential book by Dr. Bashir Boudia delves into the fundamental principles and intricate contents of services marketing. It provides a comprehensive framework for understanding the unique characteristics of services, such as intangibility and perishability, and how they impact marketing strategies. The text covers crucial topics including service quality management, customer relationship building, pricing strategies for services, and the development of an effective service marketing mix. It serves as an indispensable resource for students, academics, and marketing professionals aiming to master the challenges and opportunities within the ever-growing service sector, offering practical insights and theoretical foundations.