Services Marketing

Explore the latest industry trends and issues as students examine services marketing from a unique, broad perspective with Hoffman/Bateson's Services Marketing: Concepts, Strategies and Cases, 6e.

Fifteen streamlined chapters present services marketing as both an essential focus for service firms as well as a competitive advantage for companies that market tangible products. The latest examples and end-of-chapter cases address current global issues, such as environmental, societal and governance (ESG) issues and changing consumer markets. New content studies technological advancements, such as robotics and artificial intelligence, and recent challenges with the consequences of the pandemic, stressed employees and disruptive customers.

This comprehensive, current approach to services marketing minimizes overlap with other marketing courses and is ideal for undergraduate or M.B.A.-level courses. Ebook or print options complement online, hybrid and traditional class formats.

About the Authors

K. Douglas Hoffman (D.B.A., University of Kentucky) is a professor of marketing and University Distinguished Teaching Scholar at Colorado State University. Dr. Hoffman’s teaching experience at the undergraduate and graduate levels spans more than three decades. He has held tenure track positions at Colorado State University, University of North Carolina at Wilmington and Mississippi State University.

John E. G Bateson is a visiting professor of management at the Bayes 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.