Why is Marketing Services Different (from Marketing Products)?

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Why is Marketing Services Different (from Marketing Products)?

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Research Abstract

The practice of services marketing has evolved over the years in response to changes in how companies use information technology and how in turn the role of vendors’ services has changed. By contrast to the simpler times of the 1970s, today’s services marketing is far more complex, much more strategic, and more prominent in the overall corporate marketing strategy. This UPDATE addresses these issues.