Dr. Gregory D. Upah was Professor of Marketing at Virginia Polytechnic Institute and State University in the 1970s and 1980s. He also co-edited several works in the field of marketing, such as the proceeding Services Marketing in a Changing Environment.
Emerging Perspectives on Services Marketing was edited by Leonard L. Berry, G. Lynn Shostack, and Gregory D. Upah. This work contains proceeding papers presented at an AMA sponsored conference on services economy in Florida in 1982. The papers presented the viewpoint of the rising services market of the 1980s. The papers are topically structures, rather than industry or service specific, to encourage cross-fertilization. The papers discuss a wide range of issues, trends, and practices that are unique to services marketing such as consumer evaluation, service advertising, implementation, and services sales.