Problems and Strategies in Services Marketing Academic Article uri icon


  • This article compares problems and strategies cited in the services marketing literature with those reported by actual service suppliers in a study conducted by the authors. Discussion centers on several broad themes that emerge from this comparison and on guidelines for future work in services marketing.

author list (cited authors)

  • Zeithaml, V. A., Parasuraman, A., & Berry, L. L.

publication date

  • January 1, 1985 11:11 AM