Service marketing is a specialized branch of marketing that promotes the intangible benefits delivered by a company to create customer value. It is the process of promoting and selling a service or an intangible good to a specific group of people. Unlike product marketing, which involves promoting a physical product that can be seen, service marketing involves promoting a service that cant be seen but is still sold to customers. Services marketing typically refers to both business-to-consumer (B2C) and business-to-business (B2B) services, and includes the marketing of services such as telecommunications services, financial services, hospitality, tourism, entertainment services, healthcare services, professional services, and trade services.

Service marketing is different from product marketing, which involves promoting a product that can be seen. Instead, service marketing involves promoting a service that cant be seen but is still sold to customers. Services are just things that are given to customers as a commodity. Service marketing is driven by people who provide benefits and solutions to the needs of the customers. Service marketing planning involves taking care of 7Ps: product, price, place, promotion, people, physical evidence, and process.

In summary, service marketing is the process of promoting and selling intangible benefits delivered by a company to create customer value. It is different from product marketing and involves promoting services that cant be seen but are still sold to customers. Service marketing planning involves taking care of 7Ps.