Author Description

Services Marketing: People, Technology, Strategy is the ninth edition of the globally leading textbook for Services Marketing by Jochen Wirtz and Christopher Lovelock, extensively updated to feature the latest academic research, industry trends, and technology, social media, and case examples.This book takes on a strong managerial approach presented through a coherent and progressive pedagogical framework rooted in solid academic research. It features cases and examples from all over the world and is suitable for students who want to gain a wider managerial view.Supplementary Material Resources:Resources are available to instructors who adopt this textbook for their courses. These include: (1) Instructor's Manual, (2) Case Teaching Notes, (3) PowerPoint deck, and (4) Test Bank. Please contact sales@wspc.com.Key Features:Contents: About the Authors Preface Acknowledgments Understanding Service Products, Markets, and Customers: Creating Value in the Service Economy Understanding Service Consumers Positioning Services in Competitive Markets Applying the 4 Ps of Marketing to Services: Developing Service Products and Brands Distributing Services Through Physical and Electronic Channels Service Pricing and Revenue Management Service Marketing Communications Managing the Customer Interface: Designing Service Processes Balancing Demand and Capacity Crafting the Service Environment Managing People for Service Advantage Developing Customer Relationships: Managing Relationships and Building Loyalty Complaint Handling and Service Recovery Striving for Service Excellence: Improving Service Quality and Productivity Building a World-Class Service Organization Case St