Changing paradigm of services marketing in India

Service marketing is a sub field of marketing, which can be split into the two main areas of goods marketing (which includes the marketing of fast moving consumer goods (FMCG) and durables) and services marketing. Service marketing refers to both business to consumer (B2C) and business to business (B2B) services, and includes marketing of services like telecommunications services, financial services, all types of hospitality services, car rental services, air travel, health care services and professional services. Indian service sector has witnessed a major boom and is one of the major contributors to both employment and national income in recent times with GDP contribution of 57.8%.

Marketing of goods and Marketing of services are two different things. The present research paper focuses on different characteristics of services, difference between goods and services marketing.

The present study will analyse the impact of globalization on services marketing. In the era of globalization many new trends are emerging for services marketing. The research paper will discuss the new trends in the services marketing & reflect the current economic scenario it looks that the boom in the services sector is here to stay as India is fast emerging as global services hub.