Essentials of Services Marketing

Essentials of Services Marketing, 4th Edition, is an undergraduate textbook by Jochen Wirtz that introduces core topics in services marketing. The volume situates marketing challenges within a broader general management context.

Across 15 chapters, the text explores the relationships linking marketing functions with operations, information technology, and human resources in service firms. Core coverage spans competitive positioning, service product development, process design, and service quality improvement.

Designed for undergraduate courses, the 2024 edition integrates updated examples and academic research. Intended student practice is supported by MyLab Marketing, an online homework and tutorial system.