Servicescapes, people, brands, and marketing management

There are 10 million consumers with impairments in the United Kingdom, with a yearly estimated spending power of £50 billion (Disability Rights Commission, 2012: 2). In the United States, one in five consumers may have a visible or invisible disability (Kaufman-Scarborough and Baker, 2005: 1). Inclusive products now accommodate a variety of impairments (Pak and Kambil, 2006). But even the best product must be marketed effectively. In this chapter we contend that, while few marketing managers seek to exclude or ignore consumers with impairments, and policymakers in both the United Kingdom and the United States have legislated on disabled access, there are still many mismatches between current marketing practices and disabled consumers.