
4 Services Marketing
e following de nitions present the thoughts of various personalities and
associations that have contributed signi cantly, over the last four decades—
from 1960 onwards—to services management and marketing.
e American Marketing Association was the rst to de ne services as
“activities, bene ts or satisfactions which are o ered for sale or provided in
connection with the sale of goods.”
2
is de nition provides a limited view
of services in that it does not provide for valuing services involved in the
production of tangible goods. However, this was the rst major attempt to
identify services di erently in valuing ...