The development and evolution of services marketing have been extraordinary. Provides a brief historical overview of services marketing, highlights its differences, then presents an extensive list of principles that attempts to reflect the current state of the field and provides a springboard for the further development of services marketing in the next millennium. The list provides guidelines for marketing managers and ideas for further research.
Marketing Intelligence & Planning – Emerald Publishing
Published: Dec 1, 1999
Keywords: Services marketing; Marketing research; Marketing environment; Service industries
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