... culture and climateSlide ©2004 by Christopher Lovelock and Jochen Wirtz Services Marketing 5/E 1 - 1 SERVICES MARKETING: People, Technology, Strategy 5/e Christopher Lovelock and Jochen Wirtz PRENTICE ... 3rdedition2001 - Lovelock, 4thedition2002 - Lovelock, Wirtz, and Keh, Services Marketing in Asia2004 - Lovelock & Wirtz, 5theditionSlide ©2004 by Christopher Lovelock and Jochen Wirtz Services ... filesSlide ©2004 by Christopher Lovelock and Jochen Wirtz Services Marketing 5/E 1 - 220 Years of Services Marketing”1984 – Lovelock, 1stedition1991 – Lovelock, 2ndedition1996 - Lovelock, 3rdedition2001...