Many economies are dominated by services. In Australia, for instance, 70% of the labour force, 75% of the GNP and 45% of an average family's budget are accounted for by services. This course focuses on the distinct needs and problems of service organisations in marketing and general management, It is shown how service organisations require a distinctive approach to marketing strategy - both in its development and execution. Cases are drawn from commercial and not-for-profit organisations, including banking, transportation, hotels, tourism, hospitals, education, and professional services such as accountancy, engineering and management consultancy. Anyone working in a service industry and/or for an organisation with a strong commitment to customer service will find this course relevant.