The Evolution of Services Advertising in a Services-Driven National Economy: An Analysis of Progress and Missed Opportunities
Marla B. Royne Stafford
Fogelman College of Business and Ecnonomics, University of Memphis
Tim Reilly
College of Business Administration, University of Nebraska-Lincoln
Stephen J. Grove
College of Business and Behavioral Science, Clemson University
Les Carlson
College of Business Administration, University of Nebraska-Lincoln
Insights from
Rishi Bhandari and John Copeland
McKinsey & Company
INTRODUCTION
With services continuing to dominate the gross domestic product, the marketing and advertising of services remain a core topic in the discipline, although the...