Creativity in Services Marketing: What’s New, What Works, What’s Developing

$35.00

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.

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Book Information

Pages: 175
Published: 1986
New Copyright: 2012
ISBN: 9781613113332
Categories:, , , ,
Authors:, ,

Author information


Claudia E. Marshall 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.


Diane H. Schmalensee Diane H. Schmalensee

Diane H. Schmalensee founded the Schmalensee Partners. She is the on the Board of Overseers at Boston Ballet, Vice Chair at Pioneer Institute, President at Schmalensee Partners, etc. She has focused on two main specialties of marketing research and quality or change management over the course of her career. Ms. Schmalensee has served on the board of directors of nearly a dozen organizations. She works with managers at all levels in many different departments — including marketing, information technology, marketing research, quality, operations research, and customer service.

Before founding the Schmalensee Partners in 1991, Ms. Schmalensee worked as the Vice President of the Marketing Science Institute, Vice President of Opinion Research Corporation, and Vice President for two major regional advertising agencies. She is an eight-time examiner for the Malcolm Balridge National Quality Award and has been a judge, trainer, and board member of the Massachusetts Quality Award since 1992. She earned her MBA from San Diego University and her BA from Wellesley College.


M. Venkatesan M. Venkatesan

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.

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