Wirtz J , Lovelock C Services Marketing 8ed 2016

Textbook in PDF format

Services Marketing: People, Technology, Strategy is the eighth edition of the globally leading textbook for Services Marketing by Jochen Wirtz and Christopher Lovelock, extensively updated to feature the latest academic research, industry trends, and technology, social media and case examples.
This textbook takes on a strong managerial approach presented through a coherent and progressive pedagogical framework rooted in solid academic research. Featuring cases and examples from all over the world, Services Marketing: People, Technology, Strategy is suitable for students who want to gain a wider managerial view of Services Marketing.
Creating Value in the Service Economy
Understanding Service Consumers
Positioning Services in Competitive Markets
Developing Service Products and Brands
Distributing Services Through Physical and Electronic Channels
Service Pricing and Revenue Management
Service Marketing Communications
Designing Service Processes
Balancing Demand and Capacity
Crafting the Service Environment
Managing People for Service Advantage
Managing Relationships and Building Loyalty
Complaint Handling and Service Recovery
Improving Service Quality and Productivity
Building a World-Class Service Organization
Case Studies (Case 1-32)