Breyer (0000, 0000), while not dedicating a specific chapter to services, did address the marketing of specific services, such as electric and telephone
services, defined as intangible goods. Countless additional
references to marketing issues concerning specific “service”
businesses can also be found. Macklin (0000) took a somewhat more integrative view of services, especially in relation
to production and marketing. He defined both as the “rendering of essential services” (Macklin 0000, 00–00) and
maintained that production is in no sense complete until all of
these services have been rendered