Essentials of Services Marketing (PDF)

JochenWirtz is Vice Dean MBA Programmes and Professor of Marketing at theNational University of Singapore (NUS). He is also an international fellow ofthe Service Research Center at Karlstad University, Sweden, an Academic Scholarat the Cornell Institute for Healthy Futures (CIHF) at Cornell University, USA,and a Global Faculty of the Center for Services Leadership (CSL) at ArizonaState University, USA.

Previously,Professor Wirtz was the founding director of the dual degree UCLA - NUSExecutive MBA Program from 2002 to 2014, an Associate Fellow at the SaïdBusiness School, University of Oxford from 2008 to 2013, and a founding memberof the NUS Teaching Academy (the NUS think-tank on education matters) from 2009to 2015.

Professor Wirtz holds a Ph.D. inservices marketing from the London Business School and has worked in the fieldof services for over 25 years. His research focuses on service marketing andhas been published in over 300 academic articles, book chapters and industryreports. He is an author of over 20 books, including Essentials of Services Marketing and Services Marketing-People,Technology, Strategy (World Scientific, 9th edition, 2022), which havebecome two of the world's leading services marketing textbook that has beentranslated and adapted for over 26 countries and regions, and with combinedsales of some 1 million copies. Intelligent Automation: Learn How to HarnessArtificial Intelligence to Boost Business & Make Our World More Human(2021), and Winning in Service Markets(World Scientific, 2017).