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Each volume takes a distinct time period and theme as its subject. Volumes One to Three offer the last word on services marketing research of the 20th century, with volume Four looking towards a unified marketing approach for the current century.
Volume One: The Development of Ideas for the Marketing of Services describes the evolutionary stages of research that established the credibility of services marketing.
Volume Two: The Creation of the Sub-Discipline of Services Marketing covers the period in which service marketing became recognised as a sub-discipline of marketing, with its own boundaries and debates.
Volume Three: A Focus on Customer Experience and the Changing Roles of Customers and Consumers discusses the scholarship of the late twentieth-century which started to foreshadow changing consumer experiences brought about by technology.
Volume Four: Towards a Unifying Marketing Approach through Service treats the service-dominant logic of marketing with a focus on the debates seeking to eliminate the division between business-to-business marketing and business-to-consumer marketing.
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