Jochen Wirtz – författare

Services Marketing: People, Technology, Strategy is the ninth 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 book takes on a strong managerial approach presented through a coherent and progressive pedagogical framework rooted in solid academic research. It features cases and examples from all over the world and is suitable for students who want to gain a wider managerial view.Supplementary Material Resources:Resources are available to instructors who adopt this textbook for their courses. These include: (1) Instructor's Manual, (2) Case Teaching Notes, (3) PowerPoint deck, and (4) Test Bank. Please contact .Adaptive Courseware:Adaptive Courseware for Smarter Learning is available to all customers who purchase this textbook.Please contact with your proof of purchase, and we will set up your access code.Key Features:Full-color visual aids promote learning and organizational frameworks capture essence of individual chapters in one look;Content thoroughly revised to include real-life industry examples and global case studies supported by academic research;Supplementary teaching materials complement the textbook to make teaching and assessment easier;

"Agents are (...) bringing about the biggest revolution in computing since we went from typing commands to tapping on icons."Bill Gates "AI agents will become the primary way we interact with computers in the future."Satya Nadella "The age of agentic AI is here"Jensen Huang This book is a practical, non-technical guide for business leaders, professionals, and curious minds navigating the next frontier of AI.In a world where ChatGPT took us by storm, a far more powerful revolution is now unfolding: AI Agents. Like Jarvis in Iron Man or Samantha in Her, these intelligent systems can execute actions, learn from experience, and orchestrate digital interactions with minimal human supervision. They promise to redefine business and society.However, behind the excitement lies a crucial reality: a significant gap between promise and reality.This comprehensive guide on agentic AI cuts through the hype and offers a clear, jargon-free strategic roadmap to understanding and applying this technology. The authors bring a rare perspective, having implemented agentic AI across diverse organizations — from global enterprises to agile startups — witnessing both remarkable successes and sobering failures.AI agents create what the authors call "compounding intelligence advantages" — the more they're used, the smarter and more valuable they become, creating an accelerating gap between early adopters and laggards. Hence, those who understand and leverage AI agents today will define the next era of business.

For undergraduate courses in services marketing.

As economies across the world continue to transition toward services, skills in marketing and managing services have never been more important. Essentials of Services Marketing, 4e, captures the reality of today’s world, incorporates recent academic and managerial thinking, and illustrates cutting-edge service concepts. Designed to provide a crisp introduction to key topics in the field, this book places marketing issues within a broader general management context and shows the relationships between the marketing, operations, IT, and human resources functions in service firms.

Singapore Airlines (SIA) is widely acknowledged as one of the leading airlines, if not the best airline, globally. This book provides insights into a simple but intriguing question: How has SIA managed to outperform other flag-carriers for decades, in an industry where it is notoriously difficult to succeed consistently? "Flying High in a Competitive Industry" begins with an analysis of the airline industry and its key trends, moving on to a broad outline of SIA's strategic drivers of success. Empirical research was conducted at SIA to gain a deeper understanding of its strategy, core competencies and internal organization, innovation processes, and human resource practices, in order to distill strategy lessons that can inform the strategies of any organization competing in intensely competitive industries. The book ends with some strategic lessons that we believe apply to any organization that aims to achieve sustainable success in hyper-competitive markets.

For undergraduate courses in services marketing.

As economies across the world continue to transition toward services, skills in marketing and managing services have never been more important. Essentials of Services Marketing, 4e, captures the reality of today’s world, incorporates recent academic and managerial thinking, and illustrates cutting-edge service concepts. Designed to provide a crisp introduction to key topics in the field, this book places marketing issues within a broader general management context and shows the relationships between the marketing, operations, IT, and human resources functions in service firms.

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.

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.

Winning in Service Markets: Success through People, Technology, and Strategy is the first practitioner book in the market to cover the key aspects of services marketing and management based on sound academic evidence and knowledge. Derived from the globally leading textbook for Services Marketing by the same author, this book offers a comprehensive overview of extant knowledge on the topic. Accessible and practical, Winning in Service Markets bridges the gap between cutting-edge academic research and industry practitioners, and features best practices and latest trends on services marketing and management from around the world.

Winning in Service Markets: Success through People, Technology, and Strategy is the first practitioner book in the market to cover the key aspects of services marketing and management based on sound academic evidence and knowledge. Derived from the globally leading textbook for Services Marketing by the same author, this book offers a comprehensive overview of extant knowledge on the topic. Accessible and practical, Winning in Service Markets bridges the gap between cutting-edge academic research and industry practitioners, and features best practices and latest trends on services marketing and management from around the world.

In services marketing, it is important to understand why customers behave the way they do. How do they make decisions about buying and using a service? What determines their satisfaction with it after consumption? Without this understanding, no firm can hope to create and deliver services that will result in satisfied customers who will buy again. Understanding Service Consumers is the first volume in the Winning in Service Markets Series by services marketing expert Jochen Wirtz. Scientifically grounded, accessible and practical, the Winning in Service Markets Series bridges the gap between cutting-edge academic research and industry practitioners, and features best practices and latest trends on services marketing and management from around the world.

What makes consumers or institutional buyers select, and remain loyal to, one service provider over another? Without knowing which product features are of specific interest to customers, it is hard for managers to develop an appropriate strategy. As competition intensifies in the service sector, it is becoming more important for service organizations to differentiate their products in ways meaningful to customers. Positioning Services in Competitive Markets is the second volume in the Winning in Service Markets Series by services marketing expert Jochen Wirtz. Scientifically grounded, accessible and practical, the Winning in Service Markets Series bridges the gap between cutting-edge academic research and industry practitioners, and features best practices and latest trends on services marketing and management from around the world.The e-version of this book is not available for purchase at our website but can be purchased through Amazon and Kobo.

All service organizations face choices concerning the types of products to offer and how to deliver them to customers. Designing a service product is a complex task that requires an understanding of how the core and supplementary services should be combined, sequenced, and delivered to create a value proposition that meets the needs of target segments. Developing Service Products and Brands is the third volume in the Winning in Service Markets Series by services marketing expert Jochen Wirtz. Scientifically grounded, accessible and practical, the Winning in Service Markets Series bridges the gap between cutting-edge academic research and industry practitioners, and features best practices and latest trends on services marketing and management from around the world.

Creating a viable service requires a business model that allows for the costs of creating and delivering the service, in addition to a margin for profits, to be recovered through realistic pricing and revenue management strategies. However, the pricing of services is complicated. Pricing Services and Revenue Management explains how to set an effective pricing and revenue management strategy that fulfils the promise of the value proposition so that a value exchange takes place. This book is the fourth volume in the Winning in Service Markets Series by services marketing expert Jochen Wirtz. Scientifically grounded, accessible and practical, the Winning in Service Markets Series bridges the gap between cutting-edge academic research and industry practitioners, and features best practices and latest trends on services marketing and management from around the world.

Developing an effective service marketing communications strategy starts with a good understanding of the service product and its prospective buyers. It is essential to understand target market segments and their exposure to different media, consumers' awareness of the service product, their attitudes toward it, and how they can easily evaluate the products characteristics prior to purchase, and during and after consumption. Service Marketing Communications is the fifth volume in the Winning in Service Markets Series by services marketing expert Jochen Wirtz. Scientifically grounded, accessible and practical, the Winning in Service Markets Series bridges the gap between cutting-edge academic research and industry practitioners, and features best practices and latest trends on services marketing and management from around the world.

From a customer's perspective, services are experiences. From the organization's perspective, services are processes that have to be designed and managed to create the desired customer experience. This makes processes the architecture of services. Designing Customer Service Processes will discuss how service processes can be designed and improved to deliver the promised value proposition. This book is the sixth volume in the Winning in Service Markets Series by services marketing expert Jochen Wirtz. Scientifically grounded, accessible and practical, the Winning in Service Markets Series bridges the gap between cutting-edge academic research and industry practitioners, and features best practices and latest trends on services marketing and management from around the world.The e-version of this book is not available for purchase at our website but can be purchased through Amazon and Kobo.

Many services with limited capacity face wide swings in demand that can be caused by the change in seasons. The effective use of expensive productive capacity is one of the secrets of success in such businesses. By working with managers in operations and human resources, service marketers need to develop strategies to bring demand and capacity into balance, in ways that create benefits for customers as well as to improve profitability for the business. Balancing Capacity and Demand in Service Operations is the seventh volume in the Winning in Service Markets Series by services marketing expert Jochen Wirtz. Scientifically grounded, accessible and practical, the Winning in Service Markets Series bridges the gap between cutting-edge academic research and industry practitioners, and features best practices and latest trends on services marketing and management from around the world.

Designing the service environment is an art that involves a lot of time and effort, and can be expensive to implement. Service environments relate to the style and appearance of the physical surroundings and other experiential elements encountered by customers at service delivery sites. Crafting the Service Environment focuses on the key dimensions of service environments in the servicescape model and not much on its other aspects. This book is the eighth volume in the Winning in Service Markets Series by services marketing expert Jochen Wirtz. Scientifically grounded, accessible and practical, the Winning in Service Markets Series bridges the gap between cutting-edge academic research and industry practitioners, and features best practices and latest trends on services marketing and management from around the world.

Highly capable and motivated people are at the center of service excellence and productivity. Behind today's successful service organizations stands a firm commitment to effective management of human resources, including the recruitment, selection, training, motivation, and retention of employees. Organizations that display this commitment understand the economic payoff from investing in their people. Managing People for Service Advantage will give an insight on how to get HR right in service organizations, and how to get satisfied, loyal, motivated and productive service employees. This book is the ninth volume in the Winning in Service Markets Series by services marketing expert Jochen Wirtz. Scientifically grounded, accessible and practical, the Winning in Service Markets Series bridges the gap between cutting-edge academic research and industry practitioners, and features best practices and latest trends on services marketing and management from around the world.The e-version of this book is not available for purchase at our website but can be purchased through Amazon and Kobo.

Targeting, acquiring, and retaining the "right" customers is at the core of many successful service firms. The objective is to build the relationships and develop loyal customers who will contribute to a growing volume of business with the firm in the future. Managing Customer Relationships and Building Loyalty describes how to acquire and develop desirable, loyal customers within the chosen segments, and the painstaking process to build and maintain their loyalty through well-conceived relationship marketing strategies. This book is the tenth volume in the Winning in Service Markets Series by services marketing expert Jochen Wirtz. Scientifically grounded, accessible and practical, the Winning in Service Markets Series bridges the gap between cutting-edge academic research and industry practitioners, and features best practices and latest trends on services marketing and management from around the world.

The first unspoken law of service quality and productivity is to do it right the first time. However, chances are that the customers may not be always satisfied with some of the services they receive. How well a firm handles complaints and resolves problems frequently determines whether it builds customer loyalty or it watches its customers take their business elsewhere. Designing Complaint Handling and Service Recovery Strategies is the 11th volume in the Winning in Service Markets Series by services marketing expert Jochen Wirtz. Scientifically grounded, accessible and practical, the Winning in Service Markets Series bridges the gap between cutting-edge academic research and industry practitioners, and features best practices and latest trends on services marketing and management from around the world.

The relationship between productivity and customer satisfaction is complex. Service Quality and Productivity Management describes that the quality and productivity are twin paths in creating value for both customers and organizations. This book describes how to improve service quality and productivity, and discusses how to use key tools (including customer feedback systems) to achieve this. This book is the 12th volume in the Winning in Service Markets Series by services marketing expert Jochen Wirtz. Scientifically grounded, accessible and practical, the Winning in Service Markets Series bridges the gap between cutting-edge academic research and industry practitioners, and features best practices and latest trends on services marketing and management from around the world.

Service leadership is not based on outstanding performance within a single dimension. Rather, it reflects excellence across multiple dimensions. Building a World-Class Service Organisation is the 13th volume in the Winning in Service Markets series by services marketing expert Jochen Wirtz. This volume provides a summary of how a world-class service organization looks like as well as an assessment tool to evaluate the organization within each of the three functional areas of marketing, operations, and human resources.

This book summarizes the "rules of the service game" and presents the distilled lessons from three leaders' decades-long experience in consulting, teaching, and research on service, summarizing the "rules of the game" they have learned. In particular, the authors emphasize that people (customers, employees, and managers) remain a prominent key to success in service, regardless of the level and extent of technology, robotics, and artificial intelligence (AI) involved.Embracing the social psychology of the various stakeholders and the settings in which they interact is critical for the long-term health of service organizations because this is what can yield sustainable competitive advantage. To be effective, service leaders need to understand the complexities of people so that they can create and support appropriate psycho-social contexts in their organizations.This book draws on the interrelated disciplines of social psychology, organizational behavior, and organizational psychology to distill fundamental principles that help inform the effective management of people and their organizational contexts. This book summarizes the most important "rules of the game" on how to build effective service organizations for people to innovate, design, and co-create value.Rules of the Service Game provides a sharp and concise summary of how to manage a service organization by three thought leaders in this field. It reveals how people are central to the development of services whether those are delivered via technology, personally, or — more likely — a combination of these. This book deals with the organizational and contextual issues that produce the service quality marketing promotes. A central focus of the book is talent management — how to attract, retain, and manage the talent necessary for creating and implementing the wide range of service delivery systems that will be required in the future.

Services Marketing: People, Technology, Strategy is the ninth 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 book takes on a strong managerial approach presented through a coherent and progressive pedagogical framework rooted in solid academic research. It features cases and examples from all over the world and is suitable for students who want to gain a wider managerial view.Supplementary Material Resources:Resources are available to instructors who adopt this textbook for their courses. These include: (1) Instructor's Manual, (2) Case Teaching Notes, (3) PowerPoint deck, and (4) Test Bank. Please contact .Adaptive Courseware:Adaptive Courseware for Smarter Learning is available to all customers who purchase this textbook.Please contact with your proof of purchase, and we will set up your access code.Key Features:Full-color visual aids promote learning and organizational frameworks capture essence of individual chapters in one look;Content thoroughly revised to include real-life industry examples and global case studies supported by academic research;Supplementary teaching materials complement the textbook to make teaching and assessment easier;

Dieses internationale Standardwerk, das erstmals auf Deutsch verfügbar ist, bietet einen umfassenden, praxisnahen und wissenschaftlich fundierten Einstieg in das Dienstleistungsmarketing. Leserinnen und Leser lernen unter anderem die besonderen Merkmale von Dienstleistungen, Service Design und Innovation, die Bedeutung von Dienstleistungen für Branding und Kommunikation, Qualitäts- und Prozessmanagement, aktuelle Trends wie Plattformökonomie, Generative AI und Agentic AI, Service Automation, Physical AI und Service Robots sowie Nachhaltigkeit kennen. Das Buch zeigt, wie moderne Dienstleistungen erfolgreich geplant, kommuniziert und umgesetzt werden können. Anhand vieler Praxisbeispiele aus dem deutschsprachigen Raum – von Mobilitätsanbietern über das Gesundheitswesen bis hin zu Banken, Hochschulen und der Gastronomie – wird veranschaulicht, wie Service Design, Technologie, strategisches Marketing und kundenorientierte Prozesse ineinandergreifen. Zusätzliche Inhalte zu den Praxisbeispielen sind auf Kapitelebene unter Springer Nature Link online verfügbar.Ein unverzichtbares Werk für alle, die Dienstleistungen verstehen, gestalten und erfolgreich vermarkten wollen – fundiert, modern und anwendungsorientiert.Aus dem Inhalt•    Einführung in das Service Marketing•    Konsumentenverhalten in einem Service Kontext•    Positionierung von Services auf Wettbewerbsmärkten•    Entwicklung von Serviceprodukten und -marken•    Service Distribution über physische und elektronische Kanäle•    Festsetzung der Preise und Umsetzung des Revenue Managements•    Mitarbeiterführung für den Servicevorteil  •    Verbesserung der Service Quality und Produktivität

En una economía impulsada por las experiencias y las relaciones con los clientes, comprender cómo diseñar y gestionar servicios eficaces es más importante que nunca. Fundamentos del marketing de servicios ofrece una introducción actualizada a los principios esenciales del marketing y la gestión de servicios, ayudando a los estudiantes a comprender cómo las organizaciones crean valor, fortalecen la satisfacción del cliente y construyen relaciones duraderas. A través de ejemplos internacionales y aplicaciones prácticas, los estudiantes exploran el papel estratégico de los servicios en el éxito empresarial.

Esta edición incorpora tendencias que están transformando el sector, incluyendo inteligencia artificial, automatización, plataformas digitales y tecnologías de autoservicio. Al conectar marketing, operaciones, tecnología y gestión de personas, el contenido proporciona una visión integral de cómo diseñar, ofrecer y mejorar experiencias de servicio. Los estudiantes desarrollan las habilidades necesarias para gestionar la calidad, impulsar la lealtad del cliente y contribuir a la excelencia organizacional en mercados altamente competitivos.

Características principales

Explora los fundamentos del marketing y la gestión de servicios desde una perspectiva actual y aplicada. Comprende cómo los clientes perciben, evalúan y experimentan los servicios. Analiza estrategias para posicionar servicios en mercados competitivos. Aplica las decisiones de producto, precio, distribución y promoción al contexto de los servicios. Examina cómo diseñar procesos y entornos de servicio centrados en el cliente. Explora el impacto de la inteligencia artificial, la automatización y las plataformas digitales en la prestación de servicios. Desarrolla estrategias para fortalecer las relaciones con los clientes y fomentar la lealtad. Aprende a gestionar quejas y recuperar la confianza del cliente tras fallos en el servicio. Analiza enfoques para mejorar la calidad, la productividad y el desempeño del servicio. Conecta la teoría académica con prácticas empresariales contemporáneas mediante casos y ejemplos reales.

Quiénes se Beneficiarán

Ideal para estudiantes de marketing, administración de empresas, gestión, hospitalidad, turismo y disciplinas relacionadas que desean comprender cómo diseñar, gestionar y mejorar experiencias de servicio en organizaciones modernas.

En una economía impulsada por las experiencias y las relaciones con los clientes, comprender cómo diseñar y gestionar servicios eficaces es más importante que nunca. Fundamentos del marketing de servicios ofrece una introducción actualizada a los principios esenciales del marketing y la gestión de servicios, ayudando a los estudiantes a comprender cómo las organizaciones crean valor, fortalecen la satisfacción del cliente y construyen relaciones duraderas. A través de ejemplos internacionales y aplicaciones prácticas, los estudiantes exploran el papel estratégico de los servicios en el éxito empresarial.

Esta edición incorpora tendencias que están transformando el sector, incluyendo inteligencia artificial, automatización, plataformas digitales y tecnologías de autoservicio. Al conectar marketing, operaciones, tecnología y gestión de personas, el contenido proporciona una visión integral de cómo diseñar, ofrecer y mejorar experiencias de servicio. Los estudiantes desarrollan las habilidades necesarias para gestionar la calidad, impulsar la lealtad del cliente y contribuir a la excelencia organizacional en mercados altamente competitivos.

Características principales

Explora los fundamentos del marketing y la gestión de servicios desde una perspectiva actual y aplicada. Comprende cómo los clientes perciben, evalúan y experimentan los servicios. Analiza estrategias para posicionar servicios en mercados competitivos. Aplica las decisiones de producto, precio, distribución y promoción al contexto de los servicios. Examina cómo diseñar procesos y entornos de servicio centrados en el cliente. Explora el impacto de la inteligencia artificial, la automatización y las plataformas digitales en la prestación de servicios. Desarrolla estrategias para fortalecer las relaciones con los clientes y fomentar la lealtad. Aprende a gestionar quejas y recuperar la confianza del cliente tras fallos en el servicio. Analiza enfoques para mejorar la calidad, la productividad y el desempeño del servicio. Conecta la teoría académica con prácticas empresariales contemporáneas mediante casos y ejemplos reales.

Quiénes se Beneficiarán

Ideal para estudiantes de marketing, administración de empresas, gestión, hospitalidad, turismo y disciplinas relacionadas que desean comprender cómo diseñar, gestionar y mejorar experiencias de servicio en organizaciones modernas.