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A critical review of the ways in which marketing thought is evolving in response to current trends in the services marketing environment.

' There is a growing realization that services marketing management not only requires new theories and approaches but that these perspectives are changing the whole paradigm of marketing'.

Introduction:

Over the past three decades services marketing has emerged as a well established area in its own right. However, the original boundaries that existed to define it and distinguish it from the marketing of manufactured goods have become increasingly blurred as most of the products we buy today often include some element of service in them. The increasing commoditization of goods has meant that a point of differentiation for the manufacturer has been to bundle services (intangible benefits) with the purchase (tangible benefit), to the point that it is difficult to separate which is the essential element to the purchaser. Service marketing......

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Approximate Word Count: 3091
Approximate Pages: 13 (250 words per double-spaced page)

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