||Today\\\'s economy is dominated by service industries. Service industries account for almost 80 per cent of Australia\\\'s GDP and will generate virtually all the growth in new jobs. It is likely that students will spend most of their career in organisations that create or deliver services. This unit is designed to prepare students for senior marketing roles in today\\\'s \"new\" economy. It explores the unique characteristics of service organisations and distinctive marketing approaches required for success. It is acknowledged that there are significant differences between services marketing and goods marketing. Services are by nature different from products, and therefore lead to a set of different marketing challenges faced by service-based organisations such as those in tourism, hospitality, health care, aviation, banking, financial, accounting, medical and legal services industries. Most traditional marketing texts primarily focus on the marketing of physical goods. While these texts obviously provide valuable learning and insight, they are inadequate in preparing students for the marketing skills required in today\\\'s dynamic and service-based economies. The unit focuses on those aspects of services that require differential understanding and execution than in a product-marketing environment. Customer care, quality dimension, complaint management, relationship marketing, pricing, and how to use service as a competitive advantage are the other primary areas of interest covered by the unit.