Description

Services Marketing: People, Technology, Strategy – Indian Adaptation (Updated Ninth Edition) brings to life the world’s leading textbook on services marketing. Authored by Jochen Wirtz, Jayanta Chatterjee, Somnath Bhattacharya and Christopher Lovelock, this special edition has been thoughtfully updated to reflect the latest research, industry trends, and digital innovations, with a special focus on India’s fast changing services sector.

What makes this book stand out is its practical, people oriented approach.Each chapter connects theory to everyday practice through engaging case studies and stories from organizations such as BharatMatrimony, BHIM, Narayana Health, and StayFit. Readers will see how services marketing strategies play out in real life—whether in healthcare, technology, or customer experience.

Written for students, educators, and professionals, this guide helps readers understand how services shape our lives, how technology is transforming customer experiences, and how businesses can thrive in India and other emerging markets.