Why is research on education services underrepresented in top marketing services journals and textbooks?

We argue and provide evidence to show that education services marketing research appears to be under-represented and under-valued in the top service marketing journals and textbooks. This is despite education being economically, socially and culturally significant. This neglect is evident in the contents of top marketing journals over 10 years and a major services marketing textbook. Education services are a relevant and important context for services marketing research and this should be reflected better in text books and articles in the top services marketing journals. It is a context that is probably better understood and accessible to researchers and which has unique contextual characteristics. There is also a substantial education research literature to draw on that can help enrich and broaden services research.