The services marketing is driven by a rapidly growing population of services marketing scholars and the loose-knit system of publication

outlets that has emerged to publish their works. Today services marketing scholars work in a far more receptive environment. This article traces the rapid progress of services marketing research as reflected in the first available publication to the most recently published works. The focus is general services marketing literature as opposed to literature on specific services industries. The early history of the marketing discipline (Bartels, 1988) focused on selling agricultural products. Subsequently, the disciplines scope expanded to marketing physical goods. Services were given relatively little attention