Marketing Activities in the Service Industries

ERVICE industries have enjoyed phenomenal growth during recent years. More people are now employed in services than in manufacturing, and spending for services is now equivalent to that for nondurable goods-42t of every consumer dollar.' However, little attention has been given to the problems involved in marketing services and how service marketing differs from product marketing.2 The data that are available indicate a lack of marketing orientation and a limited view of the marketing function in service firms.3