Jochen Wirtz

Professor Jochen Wirtz is Vice Dean MBA Programs and Professor of Marketing at the National University of Singapore. He is a leading authority on service management with more than 200 academic publications. His over 30 books include the two #1 Amazon bestsellers Agentic Artificial Intelligence: Harnessing AI Agents to Reinvent Business, Work and Life (2025; named a Forbes’ "Top 10 Must-Read Tech Book"), and Intelligent Automation (2021). His textbooks include Services Marketing: People, Technology, Strategy (9th edition, 2022), and Essentials of Services Marketing (4th edition, 2023). With translations and adaptations for over 30 countries and regions, and combined sales of over 1.5 million copies, they have become the globally leading services marketing textbooks.In addition to his publications, Prof. Wirtz has been recognized as one of the 81 Highly Cited Researchers in Economics and Business for 2025 (Web of Science); he was ranked #22 in the Stanford Ranking globally in Marketing of 14,920 listed authors, and he was named a 2025 Top Scholar by ScholarGPS with being ranked #80 in Marketing. These recognitions underscore his profound impact on both academic research and managerial practice. Follow Jochen on LinkedIn (https://www.linkedin.com/in/jochenwirtz), YouTube (https://www.youtube.com/c/ProfessorJochenWirtz), and ResearchGate (https://www.researchgate.net/profile/Jochen-Wirtz).