Services Marketing: Where Does It Fit in the Curriculum
- 1 March 1992
- journal article
- research article
- Published by Taylor & Francis in Marketing Education Review
- Vol. 2 (1) , 21-28
- https://doi.org/10.1080/10528008.1992.11488347
Abstract
Over 70 percent of our Gross National Product (GNP) is based upon services, yet, marketing academicians devote only limited coverage in their texts and courses to this important sector of our business environment. This article reviews how services marketing is being covered in present curricula, establishes the need for more coverage of this topic, and assesses some approaches for increasing that coverage.Keywords
This publication has 1 reference indexed in Scilit:
- ErratumEuropean Journal of Marketing, 1989