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"IGNOU MMPM 005: Marketing of Services Study Material (In Depth Guide) for IGNOU Students" provides a comprehensive exploration of the principles, strategies, and challenges associated with marketing services effectively. This guide equips IGNOU students with an in-depth understanding of key concepts related to service marketing, including service characteristics, service quality, service design, pricing, distribution, promotion, and service recovery. Through meticulous analysis and critical examination, learners gain insights into the unique aspects of services marketing, such as intangibility, inseparability, variability, and perishability, and learn how to overcome challenges associated with marketing intangible products. Additionally, the guide explores the application of services marketing theories and frameworks in various service industries, including hospitality, tourism, healthcare, banking, and professional services. With its blend of theoretical knowledge, practical examples, case studies, and real-world applications, this guide empowers students with the knowledge and skills necessary to develop and implement effective marketing strategies for services businesses and organizations.