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The "IGNOU MMPM 005 Marketing of Services Study Guide" is a comprehensive and meticulously crafted resource tailored specifically for Ignou students exploring the intricacies of marketing services. Covering a wide array of topics including service characteristics, service quality, service design, service delivery, and service recovery strategies, this in-depth guide offers a detailed exploration of the principles and practices essential for effective marketing of services. Through theoretical insights, practical examples, and case studies, learners gain a deep understanding of how service marketers can identify customer needs, design service offerings, and create exceptional service experiences that drive customer satisfaction and loyalty. With a focus on fostering customer-centricity and innovation, this study material equips students with the knowledge and skills necessary to excel in the marketing of services and contribute to organizational success in today's service-driven economy.