Introduction from co-guest editors

This special issue is the amalgam of selected papers from the Third Biennial International Conference (BIC) on Services Marketing that was held in 7-9 September 2011 in İzmir, Turkey. The theme of Third BIC was “Servicing the way out of the economic downfall: exploring the present and future role of services”. The Conference were jointly organized in an excellent cooperation and collaboration with The Athens University of Economics & Business Department of Marketing & Communication, Greece; Faculty of Business of Dokuz Eylul University, Turkey and The Greek Marketing Academy, Greece. More than 200 participants from seven countries indicates that BIC is a very successful step to create a new international conferences chain.