TEXTBOOK * CASEBOOK * READER Christopher Lovelock and Jochen Wirtz have worked together closely as co-authors to undertake a significant revision, restructuring, and updating of Services Marketing. WHAT'S INSIDE *A new fifteen-chapter organization that reflects the nature of what today's service marketers do in the real world *Seventeen exciting classroom-tested cases of different lengths, of which half are brand new and the balance are copyright post-2000. *Eight current readings from leading thinkers in the field. *Practical management applications reinforced by current examples.