New Forms of Service Provision

Abstract

Although contested by some marketing academics and practitioners, the majority of theorists in the discipline adhere to the view that marketing has passed through certain stages of development. According to this chronology, marketing and marketing management thinking and practice have progressed through stages of production and selling orientations before WWII, only to be replaced by two other concepts that have dominated thinking in marketing in the past few decades: the marketing concept and the relationship marketing concept. Most marketing academics accept that it is these two concepts that reflect most accurately current marketing practice and should also guide marketing managers.