Services marketing 7th edition places marketing issues within a broader gen eral management context the book will appeal both to full time students headed for a. Professor wirtz chaired the american marketing associations biennial service research conference in 2005 and in 2006 he was the chair for the services marketing track at the academy of marketing science annual conference. New four new chapters each focusing on a critical topic in services marketing that is also linked to other areas throughout the text customer behavior in service settings ch 4 creating delivery systems in place cyberspace and time ch 11 managing customer waiting lines and reservations ch 14 technology and service strategy ch 18. People technology strategy brief contents contents xiii preface xvii part i understanding service products consumers and markets 2 chapter 1new perspectives on marketing in the service economy 4 chapter 2consumer behavior in a services people that are specific to services marketing
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