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Synopsis The present book looks at the service industry from a new dimension emerging in the marketing world. It includes invaluable research papers and presentations from the distinguished academicians, management professionals, research scholars, business analysts, executives and students. The objective is to create a fresh knowledge-base thereof and provide direction to the business, academia and policy-makes to effectively cope with future challenges enveloped in a have of mystery. The present book is divided into seven parts, covering all the possible areas of marketing. Part I gives an overview of the present scenario of marketing of services. Part II discusses the issues like customer relationship management, customer nuances in the service sector and market research in India. Part III looks into the banking and insurance industry on an intensive basis. Concepts and practices like ‘E-CRM’ and ‘Unity of Credit Derivatives in Indian Banks’ have been thrown light upon in this section. Part IV is devoted to healthcare industry. Part V deals with outsourcing practices. Part VI discusses the management consultancy in India. Part VII throws a light on the most contemporary issue of corporate entrepreneurship in regard to wealth maximization. This section is specially designed to give an insight to such enriching additions.