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.
M. Venkatesan was Professor of Marketing at the University of Iowa in the 1970s. In the 1980s, he was the David L. Rike Professor of Marketing at Wright State University in the College of Business and Administration in Dayton, Ohio.
Professor Venkatesan specialized in consumer behavior and services marketing. He co-edited several works in the field of marketing, such as the proceeding Creativity in Services Marketing: Whats New, What Works, Whats Developing in 1986 for the American Marketing Association.