Services Marketing: the Arabian Gulf Experience

Abstract

Aims to fill the gap in understanding about services marketing in the East. Uses an eclectic methodology in surveying services marketing in the Arabian Gulf, offering some East‐West comparison, including explanation for and implications of differences. Demonstrates that environmental constraints have great effects on services produced in a society, concluding that services mirror their society and its culture, history and socioeconomic circumstances.

Citation

Sami Kassem, M. (1989), "Services Marketing: the Arabian Gulf Experience", Journal of Services Marketing, Vol. 3 No. 3, pp. 61-71. https://doi.org/10.1108/EUM0000000002494