Jochen Wirtz is pleased to describe himself as a best-selling writer. He has co-authored a textbook on services marketing that he not only uses as professor at the National University of Singapore Business School, but which has sold more than 700,000 copies.
However, he was so troubled by the $263 list price set for the last edition released in 2010 that he resolved to find a cheaper way to get the book made.
Last month he released an updated hardback version selling for $118 and a paperback for $50.86, having found a new locally based publisher.
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