Previous Chapter Chapter 19: The New Service Marketing

Evert Gummesson

In: Marketing Theory: A Student Text

Chapter 19: The New Service Marketing

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The New Service Marketing
The new service marketing

A few years ago it would have been much easier to write this chapter. Marketing of services had established itself and become mainstream. It built on differences between goods and services and their consequences for marketing. This was productive for a period and contributed to a deepened understanding of marketing. The problem was that ...

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