Jochen Wirtz is a marketing scholar, academic administrator and author. Wirtz is Vice Dean of MBA Programmes and Professor of Marketing at the National University of Singapore (NUS) Business School. Wirtz is best known in academia for co-authoring the widely adopted textbook ''Services Marketing: People, Technology, Strategy''. The book, which has sold over 1.5 million copies and is widely used at universities globally, was originally initiated in collaboration with Christopher Lovelock of Harvard Business School.
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