Over the years, many colleagues in both the academic and business worlds have provided us with valued insights into the management and marketing of services through their publications, in conference or seminar discussions, and stimulating individual conversations. In addition, both of us have benefited enormously from in-class and after-class discussions with our students and executive program participants.

We’re much indebted to those researchers and teachers who helped to pioneer the study of services marketing and management, and from whose work we continue to draw inspiration. Among them are John Bateson of Granada Learning, Leonard Berry of Texas A&M University, Mary Jo Bitner and Stephen Brown of Arizona State University, ...

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