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Services Marketing: customers and relationships: In memory of David A. Yorke (19 July 1938–9 April 2006)

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The recent vibrant debate surrounding service dominant logic started by Vargo and Lusch in 2004 has, once again, brought the topic of services to the forefront of academic debate. However, we should remember that this is not a new debate; back in the 1970s and '80s, pioneers of services marketing were carving a new path for academics and practitioners alike. In the US Berry et al. (1985) and Shostack (1977) were arguing for a new marketing order; at the same time Grönroos (1980) and Gummesson (1978) were sowing the seeds of the Nordic school. In the UK David Yorke and Barbara Lewis were heralding the dawn of services teaching and research at Manchester School of Management, UMIST (see for example, Yorke 1977).


Document Type: Editorial


Publication date: 2008-12-01

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