Creativity in Services Marketing: What’s New, What Works, What’s Developing was edited by M. Venkatesan, Diane M. Schmalensee, and Claudia Marshall. This volume contains a selection of papers presented at the 4th Annual Services Marketing conference in 1985 that reviews the colonial phase of services marketing with the importance to attract more people into services marketing research and encourage them to apply the skills and techniques developed for other areas to services. The papers contain talks on: managing services marketing; understanding services customer; corporate culture and internal marketing; the Four Ps of marketing; industry-specific topics; and research issues, methodology and literature.
Claudia E. Marshall
Claudia E. Marshall edited and co-edited several works in the field of marketing, such as the proceedings Creativity in Services Marketing and Developing New Services.
Developing New Services was edited by William R. George and Claudia E. Marshall. This work is a collection of presentations from a symposium by the same name held in 1983. The focus of these presentations is on elements critical to effective design and implementation of new service. This includes developing a climate for innovation of new services, new services development systems and processes, as well as the role of employees in new services development.