Marketing of Services

Marketing of Services was edited by James H. Donnelly and William R. George. This work is a collection of papers presented at the 1981 Special Educators’ conference, the first conference to be dedicated solely to services marketing. The papers are consolidated based on four tracks – Professional Services, Services Theory, Non-profit/Public Sector Services, and Commercial Services. The papers intend to stimulate interest, to provide knowledge in services marketing, and to act as a platform to bring academics and practitioners closer in order to address the key issues in services marketing.