The history, evolution and principles of services marketing: poised for the new millennium

Abstract

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.

Citation

Martin, C.L. (1999), "The history, evolution and principles of services marketing: poised for the new millennium", Marketing Intelligence & Planning, Vol. 17 No. 7, pp. 324-328. https://doi.org/10.1108/02634509910301133