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hisema himansu s m himansu marketing business management services marketing services marketing management business management advertising communications marketing and advertising entrepreneur entrepreneurship marketing communications customer relationship management customer customer service characteristics attributes brand equity supply and demand demand capacity brand value brand management branding brand marketing mix communications mix promotion service quality gaps model finance services recovery services encounters brand building himansu s marketinng communications television advertisement consumer behaviour marketing study course material study material qualities qulaities matching demand & supply price pricing strategies pricing fixed cost variable cost business services business plan plan project project management number counting numbers international indian national ordinal number numbering system cardinal number brand message personal finance interest interest rate simple interest compound interest compound annual growth rate effective annual rate continuously compounding infinitely compounding service quality dimensions relationship management customer lifetime value service recovery paradox market research positioning differentiation market segmentation segmentation targeting