Services Marketing: People, Technology, Strategy, 5th ed.

Citation

Andreassen, T.W. (2005), "Services Marketing: People, Technology, Strategy, 5th ed.", International Journal of Service Industry Management, Vol. 16 No. 1, pp. 122-124. https://doi.org/10.1108/09564230510587186

As a new academic field, services marketing has come a long way since crawling out in the mid/late 1970s. Today more authors are spending time integrating services into standard marketing textbooks than are spending time carving out the new field of services. Whereas academic articles and journals reflecting services have mushroomed in the same period, the number of leading textbooks within the field has been fairly stable over the years. Today there are three services marketing textbooks on the market which have stood the test of time –one with an operations perspective and two with a marketing management perspective. One of the forefathers and titans within the field, Christopher Lovelock, has in his latest edition of the textbook Service Marketing: People, Technology, Strategy, teamed up with Jochen Wirtz – a rising star within the field. Together they have managed to bring the fifth edition close to the forefront of academic research. Whereas the framework of the first edition was reflecting Professor Lovelock's experience in teaching courses in service management, the fifth edition reflects the authors' collective skills in teaching, consulting and research, i.e. a more crafted, thought‐through and tested perspective on services marketing.

Service Marketing takes a managerial, integrative as well as international perspective. The text is rooted in academic research, complemented by memorable concepts, cases and frameworks. The book is designed to bridge the gap between the real world and academic theory, and the authors have done a good job when it comes to approaching this challenge. Practical management applications are reinforced by numerous examples within the 15 chapters, along with eight up‐to‐date readings from leading scholars in the field of service research and 15 classroom‐tested cases. Additional cases, teaching materials, and instructor aids are available on the course web site. Elements, which are key to the richness of services, come to life in the classroom.

1 What's new in the 5th edition?

This new edition of Services Marketing represents a significant revision, restructuring, and updating of the book to reflect the challenges facing service managers in the early 21st century. Trends such as technology infusion in services, service infusion in manufacturing, the experience economy and organizing service systems in networks, alliances and partnership have all been addressed in some way:

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  The book features coverage of the latest research and developments in the service sector, ranging from customer relationship management (CRM) and Six Sigma quality to revenue (yield) management and customer feedback systems. In addition, there is substantive coverage of consumer behaviour, people‐management issues, branding, business to business services, and technology‐based services including self‐service technology.

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  The authors emphasize that marketing strategy and service management takes place in a highly competitive environment, reflecting the belief that service companies must be competitively positioned as well as customer‐focused.

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  All chapters feature expanded references, with new published research findings being added to every topic.

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  The text has been streamlined to avoid unnecessary repetition and restructured to ensure an enhanced sequencing of topics. Despite the addition of new material, tighter editing has resulted in a leaner and more effective set of chapters.

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  The authors have reduced the number of chapters to 15 (down from 18 in the previous edition). Every chapter has been revised, and some have been retitled to reflect a more focused emphasis. Material on technology and international strategy is now to be found throughout the book rather than being presented in separate chapters. Coverage of demand and capacity management, queuing, and reservations has been consolidated in a single chapter, with material on revenue management being transferred to the pricing chapters.

2 Using the book

Given the richness and variations in service marketing courses taught around the world (e.g. 7‐ or 13‐week semesters, full time/part time MBA, executive, graduate, and undergraduate courses) it is by definition difficult to find a one‐book‐fits‐all textbook. A book catering to all these various target groups and uses must be very flexible and offer good training and supporting material. In their fifth edition Lovelock and Wirtz have really made an effort to develop teaching material that covers the needs of both seasoned and new faculty. Cases, the Instructor's Manual, and PowerPoint presentation are designed and developed in order to make faculty look good in the classroom. For busy faculty members the amount of preparation can be reduced and focused on lecturing rather than developing. It is always hard to decide on structuring the content, i.e. one pedagogical model or various topics. Teachers who prefer to combine topics and chapters in order to be able to tell their own story in the classroom will enjoy the freedom offered by this book.

3 Concluding remarks

This textbook gives a unique overview of service management with a strong strategic services marketing focus. The broad and still integrative approach to services marketing and management will help students understand the complex and dynamic world of services. The examples and cases as well as the readings cover a wide range of service industries and the services marketing situations managers will face and need to be prepared to manage. The authors combine a focus on high tech and high touch, people and technology, the customer's consumption processes with the service provider's design, production and delivery processes. Also there is a clear emphasis on productivity and profitability in many of the frameworks and models being presented. Another area being addressed is the strategic role of a dynamic service culture supporting services marketing strategies and customer interactions.

This textbook is not only for students at the master level in business schools. The book is also for scholars who want to get an overview of the field of services marketing and management. I recommend the book for practitioners in different companies and for public service providers as well as government. This book is relevant for everyone with an interest in learning more about services marketing and management and how to create lasting customer value through services.

A book review without suggestions is not possible. Personally I would have liked to see more material on services marketing in manufacturing companies and the role of services marketing in the public and non‐profit sector. Given that it is an international edition, I would have liked to have seen something about services marketing in developing countries and emerging markets such as China and India, where there is a huge potential for service companies.

While it is the privilege of a reviewer to be critical, I enjoyed reading Services Marketing: People, Technology, Strategy – and so will you!