A framework for conducting a services marketing audit
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The marketing audit literature does not adequately reflect the development of the services marketing field in recent years. This article makes a case for a servives marketing audit, presents a framework for conducting such an audit, and discusses the lessons learned from a field test of the framework. © 1991 Academy of Marketing Science.
author list (cited authors)
Berry, L. L., Conant, J. S., & Parasuraman, A.