Essentials of Services Marketing – Fourth Edition

Summary of the Book:

Essentials of Services Marketing by Jochen Wirtz provides a concise, hands-on introduction to the unique challenges and principles of marketing services. As global economies continue shifting from product-based to service-driven models, understanding how to market and manage services has become more critical than ever. This fourth edition integrates the latest academic research with real-world managerial insights, offering a clear and practical approach to mastering service marketing in today’s competitive landscape.

The book takes a holistic view, illustrating how marketing intersects with operations, IT, and human resources in service organizations. With modern examples and streamlined chapters, it’s an ideal resource for undergraduate students and practitioners seeking to strengthen their strategic service marketing skills.

What You Will Discover in the Book:

The key differences between goods and services marketing
How the characteristics of services (intangibility, variability, perishability, inseparability) impact marketing strategies
A deep dive into the 7Ps of services marketing: Product, Price, Place, Promotion, People, Process, and Physical Evidence
How to manage customer expectations and service quality
Techniques to handle service failures and recovery strategies
The role of technology and automation in service delivery and customer engagement
How to design exceptional customer experiences across multiple service touchpoints

Why Should You Read This Book?

If you’re studying or working in a service-oriented business, this book is a must-have. It simplifies complex concepts into digestible insights that are easy to apply. Whether you’re an undergraduate student, a marketing manager, or a service entrepreneur, Essentials of Services Marketing will help you design customer-centric strategies, improve service quality, and gain a competitive edge in a service-dominated economy.

About the Author:

Jochen Wirtz is a globally recognized authority in services marketing and Professor of Marketing at the National University of Singapore. His research, teaching, and consulting work spans service excellence, customer experience design, and digital service innovation. His textbooks are used in top universities worldwide, known for their clarity, relevance, and actionable frameworks.