Help students examine the use of services marketing as a competitive tool from a uniquely broad perspective with Hoffman/Bateson’s Services Marketing: Concepts, Strategies, & Cases, 5E. Using a reader-friendly, streamlined structure, the book explores services marketing not only as an essential focus for service firms, but also as a competitive advantage for companies that market tangible products.
Real examples feature businesses from industries both within and beyond the nine service economy supersectors: education and health services, financial activities, government, information, leisure and hospitality, professional and business services, transportation and utilities, wholesale and retail trade, and "other services." Cutting-edge data addresses current issues, such as sustainability, technology, and the global market, giving students valuable insights for business success. A new online format offers features to keep your course current and is the perfect solution for online, hybrid, and traditional classes that want to take advantage of technology.
New to this Edition
About the Author
K. Douglas Hoffman
- Significant updates and revisions highlight the latest in services marketing concepts and practices. Updated coverage in every chapter emphasizes emerging topics, such as managing employees, managing service customers, implementing service recovery programs, understanding service supersectors and ethical considerations, and creating a world-class service culture.
- Sustainability & Services in Action Boxes PROVIDE UNIQUE EMPHASIS. Perhaps the first services marketing book to incorporate sustainability throughout, this edition addresses sustainable services marketing practices in a variety of global industries.
- The book highlights how, despite the intangible nature of service products, the companies producing these services are some of the world’s largest consumers of earth’s natural resources. These box features emphasize industries and topics including green hotels, banking, airlines, restaurants, universities, Vail Resorts, TerraPass, and Starbucks.
- New chapter-opening vignettes spotlights service issues in real companies. These compelling, real-life situations draw the attention of readers and set the stage for the chapter topics that followed. Familiar companies, including Buri al Arab Hotel, Qatar Airlines, Planet Fitness, Chipotle Mexican Grill, Pay What You Can Restaurants, "Dinner in the Sky," and RateMyProfessor.com, are featured.
- More than 50 video links illustrate key service concepts. Prepared specifically to meet the needs of current users, these Video Links are cross referenced by chapter. The videos offer a blend of humorous and serious content to bring services marketing practices alive in your classroom and help you establish a more interactive atmosphere for learning.
- Global Services in Action Boxes focus on international services marketing practices. In response to the growth of service economies throughout the world, this edition’s global services feature demonstrates the subtle adjustments to international services marketing strategies that are necessary to become a world-class service organization. Boxes highlight medical tourism, Katitche Point Great House, tipping etiquette, ethnic pricing, dark dining, personal selling approaches around the world, and international considerations for creating world class service cultures.
- E-Services in Action Boxes highlight the dynamic nature of online service marketing practices. This special feature provides examples of popular and leading online companies and topics, such as Zappos.com; hotel marketing; Goggle.com; social media sites including Facebook, Twitter, and LinkedIn; online airline pricing, and the ins and outs of online customer satisfaction.
is a Professor of Marketing and a University Distinguished Teaching Scholar at Colorado State University. He received his B.S. from The Ohio State University, and his M.B.A. and D.B.A. from the University of Kentucky. Professor Hoffman’s teaching experience at the undergraduate and graduate levels spans nearly 30 years while holding tenure track positions at Colorado State University, the University of North Carolina at Wilmington, and Mississippi State University. In addition, he has taught as a visiting professor at the Helsinki School of Business and Economics (Helsinki, Finland), the Institute of Industrial Policy Studies (Seoul, South Korea), Thammasat University (Bangkok, Thailand), and Cornell-Nanyang Technological University (Singapore). Professor Hoffman is an accomplished scholar in the services marketing area. He has written numerous journal and conference proceedings articles on teaching scholarship that have appeared in a variety of publication outlets. His teaching scholarship has also expanded into the co-authorship of three textbooks including SERVICES MARKETING: CONCEPTS, STRATEGIES & CASES, 5E, published by Cengage. Professor Hoffman has received numerous teaching awards at the college, university and national discipline levels, including the prestigious Board of Governors Excellence in Undergraduate Teaching Award. He was also named University Distinguished Teaching Scholar -- a lifetime appointment in 2007. Professor Hoffman is a former editor of Marketing Education Review. His current research and consulting activities are primarily. in the areas of sales/service interface, customer service/satisfaction, service failure and recovery, and services marketing education.
John E.G. Bateson
John E. G Bateson is a Visiting Professor of Management at the Cass Business School and is an independent consultant and company chairman. Previously, he served as Group Chief Executive of the SHL Group, the global leader in psychometric testing for jobs. SHL was listed on the London Stock Exchange and taken private by Dr. Bateson in 2006. Dr. Bateson was also a senior vice president with Gemini Consulting and a Member of the Group Executive Committee of the Cap Gemini Group. He was Associate Professor of Marketing at the London Business School, England, and taught as a visiting associate professor at the Stanford Business School. Prior to teaching, he worked as 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 Doctorate 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 SERVICES MARKETING: CONCEPTS, STRATEGIES & CASES (Cengage) 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.