Knowledge dissemination in the global service marketing community

Volume: 23, Issue: 4, Pages: 272 - 290
Published: Nov 10, 2013
Abstract
Purpose – The evolution of the service marketing field was marked by the emergence of a global, vigorous and tolerant community of service marketing researchers. This paper seeks to examine the history of the service marketing community and argues that it may be an archetype for building the emergent global service research community.Design/methodology/approach – The study combines qualitative and quantitative approaches. The authors interviewed...
Paper Details
Title
Knowledge dissemination in the global service marketing community
Published Date
Nov 10, 2013
Volume
23
Issue
4
Pages
272 - 290
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