Exit Services marketing – enter service marketing

Services marketing – and marketing in general – is in turbulent flux. This claim constitutes the vantage point for this chapter. The chapter is a synthesis of research, practical experience of marketer and consumer and personal ideas about where marketing is heading. For a more complete overview of concepts, models, authors and cases in services marketing, the reader is referred to textbooks and other overviews. (See Recommendations for Further Reading at the end of the Chapter).