1. Service Marketing : Meaning, Nature & Importance 2. Classification and Types of Service 3. Service Marketing Environment 4. Service Marketing Mix-Product Mix 5. Marketing Mix : Promotion Mix 6. Three P’s of Service Marketing Mix Process–I 7. Three P’s of Service Marketing Mix Process–II–Physical Evidence 8. Management of Marketing People for Service 9. Marketing Segmentation 10. Targeting and Positioning 11. Profit Making Service Organisations 12. Non-Profit Making Service Organisation.