Services Marketing - Edinburgh Business School

Services Marketing

Christopher H. Lovelock Sandra Vandermerwe Barbara Lewis Suzanne Fernie

SE-A1-engb 2/2011 (1027)

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Services Marketing

The late Christopher Lovelock was one of the pioneers of services marketing. He consulted and gave seminars and workshops for managers around the world, with a particular focus on strategic planning in services and managing the customer experience. From 2001 to 2008, he had been an adjunct professor at the Yale School of Management, where he taught services marketing in the MBA program. After obtaining a BCom and an MA in economics from the University of Edinburgh, he worked in advertising with the London office of J. Walter Thompson Co. and then in corporate planning with Canadian Industries Ltd. in Montreal. Later, he obtained an MBA from Harvard and a PhD from Stanford, where he was also a postdoctoral fellow. Professor Lovelock's distinguished academic career included 11 years on the faculty of the Harvard Business School and two years as a visiting professor at IMD in Switzerland. He has held faculty appointments at Berkeley, Stanford, and the Sloan School at MIT as well as visiting professorships at INSEAD in France and the University of Queensland in Australia. Author or co-author of over 60 articles, more than 100 teaching cases and 27 books, Professor Lovelock has seen his work translated into 14 languages. He served on the editorial review boards of the Journal of Service Management, Journal of Service Research, Service Industries Journal, Cornell Hospitality Quarterly, and Marketing Management, and served as an ad hoc reviewer for the Journal of Marketing. Widely acknowledged as a thought leader in services, Christopher Lovelock has been honoured with the American Marketing Association's prestigious Award for Career Contributions in the Services Discipline. His article with Evert Gummesson, `Whither Services Marketing? In Search of a New Paradigm and Fresh Perspectives', won the AMA's Best Services Article Award in 2005. Earlier, he received a best article award from the Journal of Marketing. Recognised many times for excellence in case writing, he has twice won top honours in the BusinessWeek European Case of the Year award. For further information, see .

Sandra Vandermerwe was Professor of International Marketing and Services at Imperial College Business School, University of London, until 2006. Previously she spent 10 years as Professor of Marketing and Services at IMD in Switzerland. She is currently an Extraordinary Professor at Gordon Institute of Business Studies (GIBS), University of Pretoria, South Africa; an Associate Fellow at Imperial College Business School, on executive programmes; and an adjunct professor at European School of Management and Technology (ESMT), Germany. Professor Vandermerwe has held managerial and executive positions in retailing and marketing research. Her teaching, research and consulting interests emphasise the transformations needed to achieve customer-focused strategies through value-added services in global environments. She has also won many international awards for her case studies. She is a Fellow of the Royal Society of Arts, Manufactures & Commerce (RSA) and serves on several editorial boards. She has published numerous articles and many books, including Customer Capitalism (Nicholas Brealey, 2001) and Breaking Through: Implementing Customer Focus in Enterprises (Palgrave Macmillan, 2004) (translated into Japanese 2009, reprinted 2011). She holds BA and MBA degrees from the University of Cape Town and a DBA in marketing from Stellenbosch University. She lives in Cape Town and London.

Barbara Lewis is Senior Lecturer in Marketing at the Manchester School of Management at UMIST. Her teaching and research has long focused on marketing in the service sector, with recent research emphasising customer care and service quality. Dr Lewis has published over 100 journal articles and conference papers and recently edited the Encyclopaedic Dictionary of Marketing (Blackwell, 1997). She was founder editor of the International Journal of Bank Marketing, has edited special issues for a number of marketing journals and currently serves on the editorial board of several prominent journals. An active participant and presenter at conferences in both Europe and the United States, she was responsible for organising the UK Services Marketing Conference for a number of years. Currently, she is Director of the Customer Research Academy at UMIST. A British citizen, she obtained a BSc from Manchester University, an SM degree from the Sloan School of Management at MIT, and her PhD from Manchester.

First Published in Great Britain in 2004.

Partly adapted from: Services Marketing: A European Perspective by Christopher H Lovelock, Sandra Vandermerwe and Barbara Lewis, published by Prentice Hall Europe, ? Prentice Hall Europe 1999. ISBN 0 13 095991 X and Services Marketing: People, Technology, Strategy by Christopher H Lovelock, published by Prentice Hall Inc., Copyright ? 2001 by Christopher H Lovelock. ISBN 0 13 017392 4 All other material ? Suzanne Fernie 2004

The rights of Christopher H. Lovelock, Sandra Vandermerwe, Barbara Lewis and Suzanne Fernie to be identified as Authors of this Work has been asserted in accordance with the Copyright, Designs and Patents Act 1988.

All rights reserved; no part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise without the prior written permission of the Publishers. This book may not be lent, resold, hired out or otherwise disposed of by way of trade in any form of binding or cover other than that in which it is published, without the prior consent of the Publishers.

To the memory of Eric Langeard A European pioneer in services marketing

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