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What’s Next For Services Marketing? . Stephen Brown Center for Services Leadership W.P. Carey School of Business Arizona State University wpcarey.asu.edu/csl SERVSIG Doctoral Consortium October 27, 2004. Options for Services Marketing. Abandon the field and declare victory

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What’s Next For Services Marketing?

Stephen Brown

Center for Services Leadership

W.P. Carey School of Business

Arizona State University

wpcarey.asu.edu/csl

SERVSIG Doctoral Consortium

October 27, 2004


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Options for Services Marketing

  • Abandon the field and declare victory

  • Abandon core paradigm, rethink this paradigm or create a new one

  • Abandon core paradigm and seek multiple new paradigms


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Provocative 2004 Articles

  • Vargo and Lusch, “Evolving to a New Dominant-Logic for Marketing,” JM, January 2004

  • Vargo and Lusch, “The Four Services Marketing Myths,” JSR, May 2004

  • Lovelock and Gummesson, “Whither Services Marketing,” JSR, August 2004


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Is Services Marketing the New Marketing?

  • To the enlightened business community, “yes”

  • To the marketing academic community, “no”, not yet

4


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Services Marketing’s Paradigm

  • The early goods vs. services debate

  • Intangibility, heterogeneity, inseparability and perishability (IHIP)


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Other Paradigms

  • Rental/access paradigm

  • Co-production or co-creation of

  • value paradigm


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Related Key Articles

  • Shostack, “Breaking Free from Product Marketing,” JM, April 1997

  • Fisk, Brown and Bitner, “Tracking the Evolution of the Services Marketing Literature,” Journal of Retailing, Spring 1993

  • Berry and Parasuraman, “Building a New Academic Field – the Case of Services Marketing,” Journal of Retailing, Spring 1993

  • Fisk, Grove and John, Services Marketing Self-Portraits: Introspections, Reflections and Gilmpses from the Experts, Chicago: American Marketing Association, 2000


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Center for Services Leadership: Bridging Both Communities

Actionable

Research

Student

Education

Executive

Education




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