Essentials of Services Marketing, 4th Edition

For undergraduate courses in services marketing.

As economies across the world continue to transition toward services, skills in marketing and managing services have never been more important. Essentials of Services Marketing, 4e, captures the reality of today's world, incorporates recent academic and managerial thinking, and illustrates cutting-edge service concepts. Designed to provide a crisp introduction to key topics in the field, this book places marketing issues within a broader general management context and shows the relationships between the marketing, operations, IT, and human resources functions in service firms.

Jochen Wirtz is Vice Dean MBA Programmes and Professor of Marketing at the National University of Singapore (NUS). He is also an international fellow of the Service Research Center at Karlstad University, Sweden, an Academic Scholar at the Cornell Institute for Healthy Futures (CIHF) at Cornell University, USA, and a Global Faculty of the Center for Services Leadership (CSL) at Arizona State University, USA.

Professor Wirtz holds a Ph.D. in services marketing from the London Business School and has worked in the field of services for over 25 years. His research focuses on service marketing and has been published in over 300 academic articles, book chapters and industry reports. He is an author of over 20 books, including Essentials of Services Marketing and Services Marketing - People, Technology, Strategy, which have become two of the world's leading services marketing textbook.

Professor Wirtz was a banker and took the banking exam at Chamber of Commerce and Industry in Munich. He has since been an active management consultant, working with international consulting firms, including Accenture, Arthur D. Little and KPMG, and major service firms in the areas of strategy, business development and customer feedback systems. He has been involved in a number of start-ups including Dataswift and Transcribe Me.

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