This document provides an introduction to services marketing. It discusses how the service sector dominates modern economies and employment. Services can be categorized based on their underlying processes, such as whether they involve processing people, possessions, mental stimuli, or information. The marketing mix for services, known as the 7Ps, includes traditional elements like product, price, and promotion, as well as physical environment, process, and people. Managing the 7Ps requires collaboration between marketing, operations, and human resources functions within an organization. The next chapter will discuss consumer behavior in service encounters and how customers interact with and participate in service delivery.