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Adapting a Text for the Spanish-Language Market: Introducing Lovelock, Reynoso, D’Andrea, Huete, Administración de ServiciosThe Spanish-speaking world now has a new text on service management
that integrates strategic issues in marketing, operational, and human
resources, and illustrates them with relevant examples from Hispanic
countries. It is Administración de Servicios (Mexico
City: Pearson Educación de México, 2004; ISBN 970-26-0388-9).
Says Dr Lovelock: “This new book, while recognizably a derivative of Services Marketing, with some what greater emphasis on integrating marketing with operations and human resources, stands in stark contrast to its predecessor, Mercadotecnia de Servicios, which was a word-for-word translation of the 3rd edition. The first book did well, but it was basically just an export, lacking any customization to the economic and cultural contexts in which most students and faculty would be working. In addition to incorporation of examples, statistics, cases, and readings
from Spain and across Latin America, I insisted that that the chapter
text of Administración de Servicios should also break
ground in another area, by attempting to employ language that would
be accessible to a “global” Spanish-speaking audience. As in English
and French, there are transatlantic and even regional variations in
Spanish. Mercadotecnia was well received in Mexico but not
in Spain, where it was viewed as “too Mexican” (even the word “Mercadotecnia”
is a problem—almost everywhere else in the Spanish-speaking world, people
speak of “el Marketing”!) This page maintained by Tim Lovelock webmaster@lovelock.com
keywords: christopher lovelock, harvard business school, executive development, management seminars, Mercadotecnia de Servicios, marketing cases, product plus, consulting, public and nonprofit marketing, marketing des services, competing through services |
Christopher Lovelock declares that he deplores the practice of direct
translations of American texts. To help develop this Spanish-language
book, he recruited three leading service marketing academics, each of
whom he had known for years and had international reputations in their
own right. They are: Prof. Javier Reynoso of Tec de Monterrey, often
described as the “MIT of Mexico”; Prof. Guillermo D’Andrea of IAE, Universidad
Austral in Buenos Aires, arguably Argentina’s leading business school;
and Prof. Luis Huete of IESE, the well-known international business
school in Barcelona, Spain. With Javier as the project coordinator and
Christopher as advisor, they worked to create a “global” Spanish-language
text, offering relevant local and regional examples and statistics.