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authors offer personal interpretations participantobservers together databased analysis evolution services marketing literature bibliographic analysis 1000 englishlanguage general services marketing publications spanning four decades provides empirical base paper using evolutionary metaphor framework authors trace literature three stages crawling 195379 scurrying 198085 walking erect 1986present discussion three stages shows literature evolved early servicesmarketingisdifferent debate maturation specific topics eg service quality service encounters legitimization services marketing literature major marketing journals classification summary publishing outlets literature appeared presented article closes discussion speculation future services marketing literature