Association of Marketing Theory and Practice Proceedings 2011


Services Marketing: Past Perspective and Future Opportunities

Document Type

Conference Proceeding

Conference Track

Service Marketing/ Non-Profit Marketing/ Ethics

Publication Date



The service industry has been discussed in the marketing literature for a number of years. However, many have argued that services are by their nature different and separate from consumer goods marketing, and that the models and attention provided to them in the traditional marketing paradigm has been suboptimal and somewhat inadequate. As developed economies have shifted to a greater percentage of growth in services and knowledge-based products versus tangible products, there is a need for a greater emphasis of service marketing in the literature.

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