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Back to the future! The importance of history in services marketing

Rebekah Russell-Bennett (School of Advertising, Marketing and Public Relations, Queensland University of Technology, Brisbane, Australia)

Steve Baron (University of Liverpool, Liverpool, United Kingdom)

ISSN: 0887-6045

Article publication date: 8 February 2016

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Russell-Bennett, R. and Baron, S. (2016), "Back to the future! The importance of history in services marketing", Journal of Services Marketing, Vol. 30 No. 1, pp. 1-2. https://doi.org/10.1108/JSM-12-2015-0362

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