Does anyone have any suggestions on where to find insight into marketing a specific service? This is a general question. I am wondering if there are any resources (web sites, books, ect..) out there that help entrepreneurs better understand how consumers buy specific services?
A bit broad of a question, but take a look at Seth Godin's all marketers are liars Here's a ( slightly dated) view on the complexities of selling services:
We need just a little more information on what kind of service you are going to market.
At any rate, assuming it is a technology service, I highly recommend "Five Myths Of Consumer Behavior" by Smethers and France.Also, "Think Like Your Customer" by Stinnett is a good read.