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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
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
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
provocative 2004 articles
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
is services marketing the new marketing
Is Services Marketing the New Marketing?
  • To the enlightened business community, “yes”
  • To the marketing academic community, “no”, not yet

4

services marketing s paradigm
Services Marketing’s Paradigm
  • The early goods vs. services debate
  • Intangibility, heterogeneity, inseparability and perishability (IHIP)
other paradigms
Other Paradigms
  • Rental/access paradigm
  • Co-production or co-creation of
  • value paradigm
related key articles
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
center for services leadership bridging both communities
Center for Services Leadership: Bridging Both Communities

Actionable

Research

Student

Education

Executive

Education

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