Creating a viable service requires a business model that allows for the costs of creating and delivering the service, in addition to a margin for profits, to be recovered through realistic pricing and revenue management strategies. However, the pricing of services is complicated. Pricing Services and Revenue Management explains how to set an effective pricing and revenue management strategy that fulfils the promise of the value proposition so that a value exchange takes place. This book is the fourth volume in the Winning in Service Markets Series by services marketing expert Jochen Wirtz. Scientifically grounded, accessible and practical, the Winning in Service Markets Series bridges the gap between cutting-edge academic research and industry practitioners, and features best practices and latest trends on services marketing and management from around the world.
The e-version of this book is not available for purchase at our website but can be purchased through Amazon and Kobo.
Readership: Business and Marketing students at MBA and eMBA level; marketing professionals and practitioners.
Jochen Wirtz is Professor of Marketing at the National University of Singapore (NUS), the founding director of the dual degree UCLA – NUS Executive MBA Program (ranked globally # 4 in the Financial Times 2015 EMBA rankings), an international fellow of the Service Research Center at Karlstad University, Sweden, and Academic Scholar at the Cornell Institute for Healthy Futures (CIHF) at Cornell University, US. Dr Wirtz holds a PhD in services marketing from the London Business School and has worked in the field of services for more than 25 years.
Previously, Professor Wirtz was an Associate Fellow at the Saïd Business School, University of Oxford from 2008 to 2013, and a founding member of the NUS Teaching Academy (the NUS think-tank on education matters) from 2009 to 2015.
Professor Wirtz's research focuses on service marketing and has been published in over 200 academic articles, book chapters and industry reports. He is an author or co-author of more than 10 books, including Services Marketing — People, Technology, Strategy (8th edition) (World Scientific, 2015), co-authored with Professor Lovelock, which has become one of the world's leading services marketing text book that has been translated and adapted for more than 26 countries and regions, and with sales of some 800,000 copies. His other books include Flying High in a Competitive Industry: Secrets of the World's Leading Airline (McGraw Hill, 2009), Essentials of Services Marketing (Prentice Hall, 3rd edition, 2015), and Winning in Service Markets: Success Through People, Technology, and Strategy (World Scientific, 2015).
In recognition of his excellence in teaching and research, Professor Wirtz has received more than 40 awards, including the prestigious Academy of Marketing Science (AMS) 2012 Outstanding Marketing Teacher Award (the highest recognition of teaching excellence of AMS globally), and the top university-level Outstanding Educator Award at NUS. He was also the winner of the inaugural Outstanding Service Researcher Award 2010, and the Best Practical Implications Award 2009, both by Emerald Group Publications. He serves on the editorial review boards of more than 10 academic journals, including the Journal of Service Management, Journal of Service Research, Journal of Service Science and Cornell Hospitality Quarterly, and is also an ad-hoc reviewer for the Journal of Consumer Research and Journal of Marketing. Professor Wirtz chaired the American Marketing Association's biennial Service Research Conference in 2005 when it was held for the first time in Asia.
Professor Wirtz was a banker and took the banking exam at Chamber of Commerce and Industry in Munich. He has since been an active management consultant, working with international consulting firms including Accenture, Arthur D Little and KPMG, and major service firms in the areas of strategy, business development and customer feedback systems. He has also been involved in a number of start-ups including in Accellion (www.accellion.com), Angeloop (https://angeloop.co), TranscribeMe (www.transcribeme.com), and Up! Your Service College (www.upyourservice.com).
Originally from Germany, Professor Wirtz spent seven years in London before moving to Asia. Today, he shuttles between Asia, the US and Europe. For further information, see www.JochenWirtz.com.
