Title: Essentials of Services Marketing: Wirtz Essentials of Services Marketing, Global Edition (3rd Edition)
Authors: Jochen Wirtz, Patricia Chew, Christopher Lovelock
Publisher: Pearson
Description:
“Essentials of Services Marketing: Wirtz Essentials of Services Marketing, Global Edition” (3rd Edition) provides a comprehensive overview of services marketing principles and practices in a global context. Authored by Jochen Wirtz, Patricia Chew, and Christopher Lovelock, this textbook offers insights into the unique challenges and opportunities in marketing services across diverse industries and markets worldwide. With a focus on contemporary issues and trends, the book covers key topics such as service design, customer experience management, service quality, pricing strategies, and service innovation. Through real-world examples, case studies, and practical frameworks, the authors provide students with the knowledge and skills needed to excel in the dynamic field of services marketing. Whether you’re a student preparing for a career in marketing or a professional seeking to enhance your understanding of services marketing concepts, this global edition serves as an essential resource for mastering the fundamentals and complexities of marketing services effectively in today’s global marketplace.