Services Marketing, in its sixth edition, continues to base itself on the ever-reliable GAPS Model of Service Quality. The book's underlining theme makes the reader understand that a strong customer relationship through quality service is the basis on which the most successful companies thrive. It also has a focus on the Strategic aspect without deviating from the base structure of the text to help the students realize the potential of Service Marketing. Features: New model of service recovery strategies that includes strategies for fixing the customer and fixing the problem Expanded coverage includes service innovation, technology and Internet coverage and B2B services among others Seven new book end cases which include global (United Breaks Guitars, Michelin Fleet Solutions and ISS Iceland) and Indian perspectives Two complete chapters and four comprehensive cases on the Online Companion Website (OLC) 18 Indian Service Strategy Insights (including two for the online chapters)