Service Marketing: Insights and Directions offers a thoughtful perspective on the service revolution and points to important issues and new directions for the marketing function. Drawing on extensive writing, research, and consulting experience, the authors provide a succinct discussion of the role of information technology in transforming service, major findings from the past 20 years of service research, and the critical service-related issues on the horizon. 22 pages.
Roland Rust is Distinguished University Professor and David Bruce Smith Chair in Marketing at the Robert H. Smith School of Business at the University of Maryland, where he is the founder and executive director of the Center for Excellence in Service and the Center for Complexity in Business. Ming-Hui Huang is Distinguished Professor in the College of Management at National Taiwan University.
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