In Germany, the scientific engagement with services has steadily gained importance over the last 20 years. Recently, questions regarding a systematic development of services have come to the forefront. A key factor for success is the orientation towards the wishes and needs of the customer. Therefore, the aim of this study is to examine the insights into the role of marketing during the innovation process more closely. On one hand, it should be clarified to what extent marketing is involved in the actual development of services. On the other hand, the study aims to answer the question of what additional challenges the unique characteristics of services pose to marketing during development and marketing.