Abstract
Over the last three decades, the services sector’s contribution to GDP growth has been steadily rising. Actually, with the services sector accounting for over half of GDP in the United States—the first country to be formally classified as a service economy—and other industrialised nations, the importance of services to their economies is only increasing. But even emerging nations now depend on the services industry to fuel their economies. Businesses have realised that marketing services, which are intangible, perishable, and variable, needs different techniques than selling commodities. Therefore, the development of services marketing as a distinct academic discipline should come as no surprise. Modern managers can’t successfully propel their companies forward without this information.
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