The evolution of service marketing

This article traces and analyzes the historical evolution of service marketing as a distinct academic discipline and management practice, arising from the global economic shift towards service-dominated markets. Initially overshadowed by goods-centric marketing frameworks prior to the 1970s, the unique and complex nature of services necessitated specialized strategies. Through a conceptual review, the paper explores how the core characteristics of services—intangibility, inseparability, heterogeneity, and perishability—exposed the limitations of traditional product marketing and catalyzed the emergence of service marketing in the 1970s and 1980s. The discussion culminates in the development of specialized frameworks, such as the extended marketing mix, designed to address operational challenges like quality variation and inventory perishability. Ultimately, this study provides a foundational understanding of how structural economic changes, technological advancements, and shifting customer expectations have shaped modern service marketing theory and practice.