Introduction
The book “Services Marketing: People, Technology, Strategy” is a comprehensive textbook on service marketing, authored by two leading experts in the field, Jochen Wirtz and Christopher Lovelock. It provides readers with an overview of service marketing, covering fundamental concepts to practical applications.
Content
The book is divided into 14 chapters, including the following main topics:
Chapter 1: Introduction to service marketing
Chapter 2: Concepts and characteristics of services
Chapter 3: Needs analysis and service market
Chapter 4: Service marketing planning
Chapter 5: Pricing of services
Chapter 6: Distribution of services
Chapter 7: Service promotion
Chapter 8: Customer service
Chapter 9: Digital service marketing
Chapter 10: International service marketing
Chapter 11: Sustainable service marketing
Chapter 12: Experiential service marketing
Chapter 13: Creative service marketing
Chapter 14: Future service marketing
Advantages
The book is authored by two leading experts in service marketing, ensuring the content’s accuracy and relevance.
It offers a comprehensive overview of service marketing, from basic concepts to practical applications.
The content is presented in a clear and understandable manner, suitable for different types of readers.
Disadvantages
The book has a large volume, which may pose challenges for some readers.
Target Audience
The book is suitable for the following audiences:
Students majoring in marketing, business, and business administration.
Marketing professionals, business experts, and business administrators.
Individuals interested in service marketing.
Conclusion
“Services Marketing: People, Technology, Strategy” is a high-quality textbook that provides readers with foundational knowledge and practical applications of service marketing. It serves as a valuable reference for students, professionals, and individuals interested in service marketing.
Here are some quotations from the book:
“Service marketing is the process of creating, communicating, delivering, and exchanging values with customers to meet their needs and desires” (page 3).
“Services are intangible products, inseparable from the service provider, and consumed simultaneously with production” (page 6).
“Service marketing is a complex process that requires businesses to have deep understanding of customers, competitors, and business environment” (page 10).
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