Dr.S. S. Agrawal, * and Dr. S. R. Agrawal, **

ABSTRACT

A service system is dynamic configuration of people technology organization and shared information that creates anddelivers value between the provider and the customer through service. Service is any act or performance that one party offers toanother that is essentially intangible and does not result in any ownership. Today almost every service organization is facing themarketing challenges in business environment due to the basic characteristics of services. This paper focuses on the concepts ofservices marketing in broad manner and identifies the major challenges of services marketing in today’s global market place. Keywords: Marketing of services, Intangibility, Heterogeneity, Inseparability, Perishability.