fbWinning in Service Markets has just been published. It translates current academic knowledge on how to effectively market and manage a service business for managers and makes it accessible and actionable.

It is the first practitioner book in the market to cover the key aspects of services marketing and management, and is based on sound academic evidence and knowledge. Derived from a globally leading textbook for Services Marketing by the same author, this book offers a comprehensive overview of extant knowledge on the topic.

For more information see ResearchGate.


“Winning in Service Markets, winning in every market… it is all about the customer experience. Marketing, communications and customer service are all interconnected, and in order to deliver an OmniChannel experience externally, you must create an OmniChannel culture internally! Always remember that the only time you have 100% of your customers’ attention is when they are looking for customer service… do not miss that opportunity. Your brand or business is what you do; your reputation is what people remember and share.” 
Ted Rubin, Social Marketing Strategist, Keynote Speaker, Brand Evangelist and Acting CMO Brand Innovators

Winning in Service Markets is a highly practical book. I love the comprehensve coverage of services marketing and the rigor. Also, it is easy to read and full of interesting, best practice examples. I recommend this book to everyone working in a service organization.” 
Jan Swartz
, President, Princess Cruises

“Winning in Service Markets is a comprehensive, well-written book that enables managers to access the best of academic research and put it to use in their work. Jochen Wirtz has done a masterful job presenting the most relevant academic research in a comprehensive and accessible manner to managers in service organizations. Few business scholars are able to translate rigorous academic research to managers as well as him. This book is a shining example.” 
Leonard Berry, University Distinguished Professor of Marketing, Texas A&M University

“Winning in Service Markets provides a set of useful frameworks and prescriptions rooted in both practice and research. As such, it represents a refreshing alternative to the prevailing literature available to managers who are looking for insights rooted in sound theory. A must read for any practicing manager in the service economy.” 
Leonard A. Schlesinger, Baker Foundation Professor, Harvard Business School

“Winning in Service Markets does a great job of summarizing, in easily digestible form, the traditional research and thinking in services, along with some of the latest ideas and research about service.” 
Roland T. Rust, Distinguished University Professor and David Bruce Smith Chair in Marketing, Executive Director, Center for Excellence in Service, and Executive Director, Center for Complexity in Business, University of Maryland

“A top new source of trends and best practices for service innovation professionals.” 
Dr James “Jim” C. Spohrer, Director, IBM University Programs (IBM UP) and Cognitive Systems Institute

“You won’t find opinion here. Rather, this book is based on rock-solid academic evidence. Jochen Wirtz does an excellent job of taking the body of academic research and translating it into best practices for service organizations with actionable insights that even the most experienced managers can learn from.” 
Shep Hyken, Customer service expert and New York Times Bestselling author of The Amazement Revolution

“If you think service can be a winning approach in your market and if you believe it may be worth the effort but you are not sure how to make it happen, this is the book for you. Winning in Service Markets provides research evidence and corporate examples of the inter-related systems to which companies must attend to do service right. There are no silver bullets here; the book presents the reality that it is all of the systems — the service operations, the people, the setting and the strategy — that matter to be the best at what you do. In short, if you want to do service right, this is the book for you.” 
Benjamin Schneider, Professor Emeritus, University of Maryland

“Winning in Service Markets cuts into the heart of what it takes to be customers’ first choice and reap the lion’s share of their spending in the category. Jochen Wirtz is one of the real thought leaders in service marketing, and this book demonstrates why. A must read for managers serious about winning in highly competitive markets.”
Timothy Keiningham, Ph.D., New York Times bestselling author of The Wallet Allocation Rule and J. Donald Kennedy Endowed Chair in E-Commerce at St. John’s University


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Professor of Marketing • Best-Selling Author • Keynote Speaker