Marketing Of Services

Book Description

Get the textbook that combines usability with cutting-edge data. SERVICES MARKETING: CONCEPTS, STRATEGIES, AND CASES is thorough and yet shorter than many of the textbooks you could choose from. And, its emphasis is on business-to-business services, technology, and global services ensures you'll be ready for that first job after college.


About the Author

K. Douglas Hoffman earned his master's and doctorate degrees from the University of Kentucky and his bachelor's degree from The Ohio State University. He has been formally recognized for teaching excellence and has served as past education coordinator for the Services Marketing Special Interest Group of the American Marketing Association.

Dr. Hoffman currently is a professor of marketing and has taught such courses as Principles of Marketing, Services Marketing, E-Marketing, Retail Management, and Marketing Management. His primary teaching and research passion is services marketing. He launched the first services marketing classes at Mississippi State University, the University of North Carolina at Wilmington, and Colorado State University.

Prior to his academic career, Dr. Hoffman was actively involved in his family-owned golf course business, served as a distribution analyst for Volkswagen of America, and worked as a research analyst for the Parker Hannifin Corp. His current research and consulting activities are primarily in the areas of customer service/satisfaction and services marketing education. Dr. Hoffman has coauthored two other South-Western/Thomson Learning texts: Essentials of Services Marketing and Managing Services Marketing, both with John E. G. Bateson. John E.G. Bateson is a Group Chief Executive Office of SHL Group plc, and was previously with the Gemini Group as a Senior Vie-President and Practice Leader in Gemini Consulting. He was Associate Professor of Marketing at the London Business School, England, and a visiting associate professor at the Stanford Business School. Prior to teaching, he was a brand manager with Lever Brothers and marketing manager with Philips.

Dr. Bateson holds an undergraduate degree from Imperial College, London, a master's degree from London Business School, and a Ph. D. in marketing from the Harvard Business School. He has published extensively in the services marketing literature, including the Journal of Marketing Research, Journal of Retailing, Marketing Science, and Journal of Consumer Research. He is also the author of Managing Services marketing: Text and Readings (Dryden) and Marketing Public Transit: A Strategic Approach (Praeger).

Dr. Bateson was actively involved with the formation of the services division of the American Marketing Association. He served on the Services Council for four years and has chaired sessions of the AMA Services Marketing Conference. He also serves on the steering committee of the Marketing Science Institute. Dr. Bateson consults extensively in the services sector.