TOWARD A THEORY OF INTERNATIONAL SERVICES - MARKETING INTANGIBLES IN A WORLD OF NATIONS

This article defines and describes international services from the mar keting perspective. A classification of four types of international se rvices is proposed, and a theoretical model of one of these (contact-b ased services) is developed. With a rich literature on the nature of s ervices, marketing scholars are in a strong position to make valuable contributions to the ongoing debate concerning international services, which has until now been dominated by international economists and tr ade statisticians.