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Delve into the dynamic realm of service marketing with "IGNOU MMPM 005: Marketing of Services Study Guide (In Depth Guide) for IGNOU Students." This comprehensive resource navigates learners through the unique challenges and opportunities of marketing intangible services. From understanding the characteristics of services to analyzing service quality and managing customer relationships, students will gain valuable insights into developing effective service marketing strategies. Grounded in theoretical frameworks and enriched with real-world examples, this guide equips IGNOU students with the knowledge and skills necessary to create memorable service experiences, build customer loyalty, and drive business success in today's service-driven economy.