Creativity in Services Marketing: What’s New, What Works, What’s Developing

Creativity in Services Marketing: What’s New, What Works, What’s Developing was edited by M. Venkatesan, Diane M. Schmalensee, and Claudia Marshall. This volume contains a selection of papers presented at the 4th Annual Services Marketing conference in 1985 that reviews the colonial phase of services marketing with the importance to attract more people into services marketing research and encourage them to apply the skills and techniques developed for other areas to services. The papers contain talks on: managing services marketing; understanding services customer; corporate culture and internal marketing; the Four Ps of marketing; industry-specific topics; and research issues, methodology and literature.