itSMF Belgium: ITIL 4 drive stakeholder value – when service marketing finally meet ITIL

In the early 1980s service marketing emerged as a separate field of study side by side with the development of ITIL. But for some reason the two never met. While service marketing focused on the consumer’s role in the service consumption processes and especially the encounter between the consumer and the service, ITIL was focusing on service provision and the service provider’s processes and practices. However, it is never too late to catch up.