Essentials of Services Marketing

PART I — UNDERSTANDING SERVICEPRODUCTS, CONSUMERS, AND MARKETS

• Chapter 1: Introduction to Services Marketing
• Chapter 2: Consumer Behavior in a Services Context
• Chapter 3: Positioning Services in Competitive Markets

PART II — APPLYING THE 4Ps OF MARKETING TO SERVICES

• Chapter 4: Developing Service Products and Brands
• Chapter 5: Distributing Services through Physical and Electronic Channels
• Chapter 6: Setting Prices and Implementing Revenue Management
• Chapter 7: Promoting Services and Educating Customers

PART III — DESIGNING AND MANAGING THE CUSTOMER INTERFACE

• Chapter 8: Designing Service Processes
• Chapter 9: Balancing Demand and Capacity
• Chapter 10: Crafting the Service Environment
• Chapter 11: Managing People for Service Advantage

PART IV — DEVELOPING CUSTOMER RELATIONSHIPS

• Chapter 12: Managing Relationships and Building Loyalty
• Chapter 13: Complaint Handling and Service Recovery

PART V — STRIVING FOR SERVICE EXCELLENCE

• Chapter 14: Improving Service Quality and Productivity
• Chapter 15: Building a World-Class Service Organization

PART VI — CASE STUDIES

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.

Previously, Professor Wirtz was the founding director of the dual degree UCLA – NUS Executive MBA Program from 2002 to 2014, an Associate Fellow at the Saïd Business School, University of Oxford from 2008 to 2013, and a founding member of the NUS Teaching Academy (the NUS think-tank on education matters) from 2009 to 2015.

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 (World Scientific, 9th edition, 2022), which have become two of the world’s leading services marketing textbook that has been translated and adapted for over 26 countries and regions, and with combined sales of some 1 million copies. Intelligent Automation: Learn How to Harness Artificial Intelligence to Boost Business & Make Our World More Human(2021), and Winning in Service Markets(World Scientific, 2017).