A service is any activity or benefit offered by one party to another that is inherently intangible and does not result in ownership of anything. Services are an integral part of the market offering of most companies.
Market offerings often range from pure goods (no services) to pure services (no goods). Services are a key driver of the modern economy and pose unique marketing challenges due to their four key characteristics: intangibility, inseparability, variability, and perishability.
