The book "Services Marketing" is the eighth edition of the pioneering global handbook by authors Jochen Wirtz and Christopher Lovelock. It is extensively updated to include the latest scientific research, industry trends and technology, social media, and examples, and takes a strong managerial approach presented through a cohesive and progressive pedagogical framework based on solid academic research.

All chapters are structured around an organizational framework that provides an illustrative overview of the content and rationale of each chapter. New technology applications are included throughout the text, from m-commerce and social networks to robots, artificial intelligence, and biometric data.

Featuring numerous case studies and examples from around the world, the book "Services Marketing" is suitable for students as well as the general public aiming to gain a broader managerial perspective in Services Marketing.