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The publication of papers in scholarly journals is an important channel for the dissemination of academic knowledge. Analyzing academic content provides useful insights into how services marketing evolves over a selected time frame. The purpose of this paper is to determine key trends published in the Journal of Services Marketing during the recent 11‐year period from 1998 to 2008.

This paper presents a content analysis of the papers published in the Journal of Services Marketing during the period 1998‐2008. A total of 417 papers, excluding book reviews, were analyzed. Descriptive statistics provide an overview of the research contributions.

The main finding is that most of the papers published in the Journal of Services Marketing during the recent 11‐year period are research‐based papers. Other findings include a trend towards co‐authorship, the use of surveys and empirical data, adults as research subjects, factor analysis, structural equation modeling, and analysis of variance as the most popular statistical techniques. Based on a keyword analysis most papers are related to service quality and customer service.

Researchers who wish to publish in this journal can use the findings as a guideline in preparing for their submission. The study gives an overview of the types of papers published in this journal. The analysis also shows that there is no preference for a particular topic for publication which stimulates new and varied contribution from researchers.

This is the first content analysis conducted of the scholarly contribution to this journal that shows the trends in services research topics.

The potential impact of the internet on marketing is a common topic of discussion in marketing literature. However, there is still much debate on exactly what impact it will have on developing countries. To perceive this impact world‐wide, it is essential to spread some light to the less investigated parts of the globe as well. This study aims to reach a better conceptual model for the internet's impact on marketing in Iran, by examining Iranian marketing managers' perceptions of the internet's impact on their key marketing activities and comparing the results with other parts of the world.

The paper employs a cross‐sectional research design involving self‐administered delivery and collection surveys to Iranian marketing decision makers.

The findings suggest that the impact of these new media will be to cause firms to redefine markets, marketing activity and value creation, although these changes are not dramatic.

The findings reported here are snapshots in time. The internet's rapid evolution and growth demand that regular tracking with longitudinal designs be implemented.

Firms need to make changes in the marketing activities and market definitions and to try to reach the new ways that are created through the internet.

A modified model for the world wide web marketing that seems to be more realistic for developing countries is presented.