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.
Leonard L. Berry
Dr. Leonard L. Berry is the Distinguished Professor of Marketing and holds the M.B. Zale Chair in Retailing and Marketing Leadership in the Mays Business School at Texas A&M University. He is also the Professor of Humanities in Medicine in the College of Medicine at The Texas A&M University System Health Science Center. He popularized the term relationship marketing. A recipient of several marketing education awards, Dr. Berry has authored and co-authored over 100 books, articles and research papers on a variety of topics such as healthcare, retailing, services marketing, branding, and advertising.