1. Introduction 4
2. Understanding Service 6
3. Why Service Management? 9
4. A few pragmatic approaches to Service Marketing 11
4.1. Traditional 4P Model as applied to Service: 11
4.2. The Expanded Marketing Mix of 7Ps 13
4.3. The 8th P and an Integrated Approach 16
5. The need for specialized research of Service Management 17
6. Conclusion 17
7. References 18