• Steve Baron
  • Kim Harris


A recent special edition of the Journal of Retailing was devoted entirely to ‘Services Marketing’.1 In it, the Guest Editors state that ‘findings show that services marketing developed academically because it filled a need in marketing practice’. They add that the needs of executives in the service industries persuaded academics that a different approach was required to understand the marketing of services from that used for the marketing of goods. Services marketing has since developed into ‘a fast growing subdiscipline of the broader marketing discipline’. So, by the 1990s there is an acquired body of knowledge about services, and services marketing, which is recognised as being extremely important by academics and managers alike.


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    Berry, L. L. and Parasuraman, A., ‘Building a New Academic Field — The Case of Services Marketing’, Journal of Retailing, Vol. 69, No. 1, Spring 1993, pp. 13–60.Google Scholar
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    Grove, S. J. and Fisk, R. P., ‘The Dramaturgy of Services Exchange: An Analytical Framework for Services Marketing’, in L. L. Berry, G. L. Shostack and G. D. Upah (eds), Emerging Perspectives on Services Marketing, American Marketing Association, Chicago, 1983.Google Scholar
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Copyright information

© Steve Baron and Kim Harris 1995

Authors and Affiliations

  • Steve Baron
  • Kim Harris

There are no affiliations available

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