Services Marketing: People, Technology, Strategy 7th Edition by Christopher H Lovelock Author and Jochen Wirtz Author

Services Marketing: People, Technology, Strategy (7th Edition) by Christopher H. Lovelock and Jochen Wirtz is a comprehensive textbook examining the distinctive challenges of marketing intangible services. The book integrates three core dimensions - people, technology, and strategy - to explain how service organizations build competitive advantage in increasingly digital markets.

This edition reflects contemporary service delivery models, from traditional professional services to technology-enabled platforms. Lovelock and Wirtz explore customer experience design, service recovery, pricing strategies for services, and the role of employees and technology in shaping service quality. The text addresses both B2B and B2C service contexts, with frameworks applicable across industries including hospitality, healthcare, telecommunications, and financial services.

Designed for business students and marketing professionals, the book combines theory with practical case studies and real-world examples. Each chapter builds on core marketing principles while addressing the unique complexities of services - intangibility, heterogeneity, perishability, and the inseparability of production from consumption. This collection provides both foundational knowledge and strategic insights for anyone studying or working in service management and marketing.

• Covers people, technology, and strategy dimensions of service marketing
• Includes case studies and contemporary service industry examples
• Suitable for undergraduate and postgraduate business programs
• Authors: Christopher H. Lovelock, Jochen Wirtz
• Edition: 7th (updated frameworks and digital service models)

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