Service Marketing: Challenges and Opportunities in New Millennium Khansari Yahya1, Maleki Morteza2 1Department of Marketing, Azad University, Olum va Tahghighat, Tehran, Iran. 2Department of Business Management, Bhadur Institute of Management Science, University of Mysore, Mysore, India. Abstract The world of business experienced a tremendous change during last 50 years. Some years ago, producing product and selling the product was the end of the business story. Yet, with the tightened competition in the market scenario, companies have innovated new strategies to gain more market share, putting them in a better competitive advantage position. One of the areas companies have put tremendous emphasis was the services accompanied with the product offerings. Then, new companies mushroomed as the service companies, putting their efforts on presenting the high class service offerings. With this endeavor, new concepts arose in the marketing discipline named service marketing. Yet, services are not limited to service industries, they can be very profitable, and they are challenging to manage and market. Present article tries to shed light on the service marketing and the areas of differences between service offering and commodity production. Top |