Services Marketing: People, Technology, Strategy, 8th Edition
Jochen Wirtz and Christopher Lovelock (2016), Services Marketing: People, Technology, Strategy, 8th ed., World Scientific, ISBN 9781944659004 (hardcover), 9781944659011(paperback)
Posted: 16 Mar 2016
Date Written: March 20, 2016
Creating and marketing value in today’s increasingly service and knowledge-intensive economy requires an understanding of the powerful design and packaging of ‘intangible’ benefits and products, high-quality service operations and customer information management processes, motivated and competent front-line employees, a loyal and profitable customer base, and the development and implementation of a coherent service strategy to transform these assets into improved business performance.
Keywords: Services Marketing, Service Management
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