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Discuss the development of Services Marketing as a distinct marketing discipline and evaluate the arguments around the separation of goods and services, including conclusions that may be drawn from more recent market developments.

You are required to write an essay of 2,000 words, +/-10%, (excluding title and references).

Ensure that you support your discussion using the theory, and appropriately reference throughout from a range of sources, using Harvard referencing.

Title:

Discuss the development of Services Marketing as a distinct marketing discipline and evaluate the arguments around the separation of goods and services, including conclusions that may be drawn from more recent market developments.

Guidance:

• Ensure you include discussion of the various arguments, using supporting journal articles, concerning the development of services marketing being different from product marketing.
• Show the discussion about why services marketing is different.
• Your essay will need to include examples to show how some services are different from each other.
• Better essays will show a critical approach and will include discussion of the articles that reflect how marketing has developed further to suggest that it is all service based.


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