Disclosed are systems, methods and computer program products for online marketing, scheduling and booking of service appointments. In one example, the system for scheduling and booking of service appointments includes an inventory database containing schedules of booked and available service appointments associated with a plurality of service providers. The system further includes a calendar-based service provider interface for creating a schedule of services provided by the service provider and storing the schedule in the inventory database. The system further includes a calendar-based service user interface for displaying schedules of available service appointments and booking one or more service appointments.