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Marketing
is the process by which companies create customer interest in products or services. It generates the strategy that underlies sales techniques, business communication, and business development.

Services marketing,^[15] as the label suggests, relates to the marketing of services, as opposed to tangible products (in standard economic terminology, a tangible product is called a good).

A typical definition of a service (as opposed to a good) is thus:

• The use of it is inseparable from its purchase (,i.e. a service is used and consumed simultaneously)
• It does not possess material form, and thus cannot be smelt, heard, tasted, or felt.
• The use of a service is inherently subjective, in that due to the human condition, all persons experiencing a service would experience it uniquely.

As examples of the above points, a train ride can be deemed as a service. If one buys a train ticket, the use of the train is typically experienced concurrently with the purchase of the ticket. Moreover, a train ride cannot be smelt, heard, tasted or felt as such. Granted, a seat can be felt, and the train can be evidently heard, nonetheless one is not paying for the permanent ownership of the tangible components of the train.

Services (by comparison with goods) can also be viewed as a spectrum. Not all products are pure goods, nor are all pure services. The aforementioned example of a train ride can be deemed a pure service, whilst a packet of potato chips can be deemed a pure good. An intermediary example may be a restaurant (as the waiter service is intangible, and the food evidently is tangible in form).

1. ^ ^{a b} Kotler, Philip; Gary Armstrong, Veronica Wong, John Saunders (2008). "Marketing defined". Principles of marketing (5th ed.). p. 7. http://books.google.com/books?id=6T2R0_ESU5AC&lpg=PP1&pg=PA7#v=onepage&q=&f=true. Retrieved 2009-10-23.
2. ^ ^{a b} Kotler, Philip; Gary Armstrong, Veronica Wong, John Saunders (2008). "Marketing defined". Principles of marketing (5th ed.). p. 17. http://books.google.com/books?id=6T2R0_ESU5AC&lpg=PP1&pg=PA7#v=onepage&q=&f=true. Retrieved 2009-10-23.
3. ^ "Definition of Marketing". American Marketing Association. http://www.marketingpower.com/AboutAMA/Pages/DefinitionofMarketing.aspx. Retrieved 2009-10-30.
4. ^ Paul H. Selden (1997). Sales Process Engineering: A Personal Workshop. Milwaukee, WI. p. 23.
5. ^ "Definition of marketing". Chartered Institute of Marketing. http://www.cim.co.uk/resources/understandingmarket/definitionmkting.aspx. Retrieved 2009-10-30.
6. ^ ^{a b} Paliwoda, Stanley J.; John K. Ryans. "Back to first principles". International Marketing: Modern and Classic Papers (1st ed.). p. 25. http://books.google.com/books?id=dwZz2eHBCjUC&lpg=PP1&pg=PA25#v=onepage&q=&f=false. Retrieved 2009-10-15.
7. ^ ^{a b} Kotler, Philip; Kevin Lane Keller (2009). "1". A Framework for Marketing Management (4th ed.). Pearson Prentice Hall. ISBN 0136026605.
8. ^ ^{a b c d e} Adcock, Dennis; Al Halborg, Caroline Ross (2001). "Introduction". Marketing: principles and practice (4th ed.). p. 15. http://books.google.com/books?id=hQ8XfLd1cGwC&lpg=PP1&pg=PA15#v=onepage&q=&f=true. Retrieved 2009-10-23.
9. ^ ^{a b c} Adcock, Dennis; Al Halborg, Caroline Ross (2001). "Introduction". Marketing: principles and practice (4th ed.). p. 16. http://books.google.com/books?id=hQ8XfLd1cGwC&lpg=PP1&pg=PA16#v=onepage&q=&f=true. Retrieved 2009-10-23.
10. ^ "Marketing Management: Strategies and Programs", Guiltinan et al., McGraw Hill/Irwin, 1996
11. ^ Dev, Chekitan S.; Don E. Schultz (January/February 2005). "In the Mix: A Customer-Focused Approach Can Bring the Current Marketing Mix into the 21st Century". Marketing Management 14 (1).
12. ^ "Swarming the shelves: How shops can exploit people's herd mentality to increase sales? ". The Economist . 2006-11-11 . p. 90.
13. ^ Joshi, Rakesh Mohan, (2005) International Marketing, Oxford University Press, New Delhi and New York ISBN 0195671236
14. ^ "Chapter 6: Organizational markets and buyer behavior". Rohan.sdsu.edu. http://www-rohan.sdsu.edu/~renglish/370/notes/chapt06/index.htm. Retrieved 2010-03-06.
15. ^ "Services Marketing". Marketingteacher.com. http://www.marketingteacher.com/Lessons/lesson_services_marketing.htm. Retrieved 2010-03-06.