This course examines the unique challenges that are faced by managers in the marketing of services and the development of relationship marketing practices. It examines the inherent differences between goods and services and explores the implications of these differences for how services are marketed. In the process analytical tools unique to the services marketing field will be examined and utilised together with the important conceptual developments that have taken place recently. The course is designed to be particularly beneficial to managers in the services field in not only understanding their marketing environment but in the development of marketing strategy and tactics.