Whether you're a student or instructor in the field of service's marketing, this book is a must read. Having been organized around strategic marketing framework, Services Marketing provides maximum flexibility for instructors in structuring the course for teaching and at the same time guiding students into the consumer and competitive environments in service's marketing. This edition has been restructured to reflect the current scene in service's marketing. With many examples of practical application of concepts that are great in helping the reader understand how to put the theory into practice. It has a strongly managerial perspective but is rooted in solid recent academic research.
The editorial team at Pearson has worked closely with educators and academics around the world to include the best content possible that is relevant especially to students outside of the United States. Although that does not mean, it isn't relevant to students within the United States.
About the authors: As a pioneer in the field of services marketing, Christopher Lovelock consulted managers and gave seminars and workshops around the world, with a specific focus on strategic planning in services and managing customer experience. He's studied and taught at world class universities like Harvard, Yale, Stanford and MIT. He was renowned for his case studies, articles and books in the field of service's marketing.
Jochen Wirtz has been an active management consultant, working with international management consulting firms. He's also worked with major service firms in strategy, business development and customer feedback systems. His research focuses on service management topics like customer satisfaction, service guarantees, and revenue management.
As a team the authors provide a perfect blend of skills and experience that is ideal for writing a leading book on service's marketing. This book can be bought online. It has an ISBN 10 number of 8131759393 and an ISBN 13 number of 978-8131759394.