For Peace, Justice and Sustainable Development

(Ideology:World is One)

Services Marketing

AUTHOR : Jyoti Prakash Rath

ISBN : 978-81-9549138-4

Edition :

Pages : 337

Price : ₹250/-



The Present Book entitled “Services Marketing” A New Insight towards marketing of financial services in India. It gives me immense pleasure and satisfaction to introduce the book titled “Services Marketing” for the students of B Com, M Com, MBA, JAIIB, CAIIB and different professional courses. This book is divided in to 09 chapters written in a systematic manner for the clarity and understanding of the students. It is always our concern that language should not be a barrier to understand the concepts of any book. The language of the book has been kept simple. It has attempted to represent various issues related with services marketing with special reference to financial service providers along with other dimensions of services marketing.


Jyoti Prakash Rath is a Post Graduate in Commerce (First Class) from Utkal University, Odisha. He has obtained his M Phil degree in Commerce from Utkal University and pursuing doctoral research in the field of marketing of financial Services. He has completed MBA with specialization in Finance and Post Graduate Diploma in Business Management. He has more than 10 years of teaching experience at both Higher Secondary and Graduate level. At present, he is working as a Lecturer in Commerce at Government Jr. College, Phulbani. His area of specialization is Accounting, Banking and Management. He has authored 33 Text Books in the areas of Accounting, Business Studies and Management, Entrepreneurship and Banking & Insurance. He has edited number of books and contributed chapters in Edited Books. He is a Life Member of Odisha Commerce Association (OCA) and Indian Accounting Association, Bhubaneswar (IAA-B). He has contributed several articles to reputed national and international journals.


Chapter 01 Fundamentals of Marketing 

Chapter 02 Overview of the Services Marketing 

Chapter 03 Service Environment 

Chapter 04 Pricing and Promotion Strategies of Services 

Chapter 05 Distribution of Services

 Chapter 06 Marketing of Financial Services 

Chapter 07 Commercial Banks in India 

Chapter 08 Introduction to Insurance

 Chapter 09 Life & Non-Life Insurances