... path of services marketing and be prepared to work with industry. Originality/value – Observations on the evolution of social marketing through personal experience of engagement with the field. The social marketing process calls for marketing research and the subsequent development of a well...

.... The paper proposes midstream social marketing should also include an understanding of how services and service employees influence and support individual behaviour change goals. The paper presents four key services marketing principles – derived from services theory and thinking – which the paper believes...

... Services marketing Social marketing Value Experience levels Health services Customer perceived value is concerned with the experiences of consumers and is often referred to in the context of service provision or on the basis of service quality (Auh et al., 2007). The usefulness...