This paper discusses the widening gulf between theory and practice and examines why theoretical marketing can be deemed to be of little use to many practitioners. In order to do this one of marketing’s core tenets, the customer focused marketing mix, is analysed and found to be in need of...

Given the inherent characteristics of services, the implementation of service delivery can be problematic. Looks initially at some of the more frequent implementation problems which occur in service organizations. Considers a framework for identifying and recognizing the details involved in...