In this e-book the important role played by services in the global economy is emphasized. As marketplaces around the world become more competitive the volume of services delivered tends to increase, as does the extent to which firms look to services to gain competitive advantages. It seems apparent that competitiveness in the service sector, rather than in manufacturing, will propel the global economy in the 21st century. According to a World Bank study in 2002, services account for almost two-thirds of the world's total output. Clearly, the significance of services cannot be overestimated and because the marketing of services pose unique challenges for service providers (particularly in the international arena), we consider this e-book to be essential reading for academics and practitioners alike.