Services Marketing: Concepts, Strategies, & Cases, 6th Edition

K. Douglas Hoffman, John E.G. Bateson

Copyright 2024
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Services Marketing: Concepts, Strategies, & Cases 6th Edition by K. Douglas Hoffman/John E.G. Bateson

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Meet the Authors
What's New
Features
Table of Contents
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Overview

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.

Meet the Authors

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K. Douglas Hoffman

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. In addition, Dr. Hoffman has taught as a visiting professor at Helsinki School of Business and Economics (Helsinki, Finland); Institute of Industrial Policy Studies (Seoul, South Korea); Thammasat University (Bangkok, Thailand); Cornell-Nanyang Technological University (Singapore); and Foreign Trade University (Hanoi, Vietnam). He is an accomplished teaching and research scholar in the areas of services marketing and marketing management. His current research and consulting activities primarily focus in the areas of sales/service interface, customer service/satisfaction, service failure and recovery and marketing education. Dr. Hoffman has consulted on marketing strategy issues for firms such as HP Inc., State Farm and Frontier Airlines.

John E.G. Bateson

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. Dr. Bateson was also a senior vice-president with Gemini Consulting and was a member of the Group Executive Committee of the Cap Gemini Group. He served as an associate professor of marketing at the London Business School, England, and he taught as a visiting associate professor at the Stanford Business School. Prior to teaching, he worked as a brand manager with Lever Brothers and as a 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 today's services marketing literature with articles in journals such as the Journal of Marketing Research, Journal of Retailing, Marketing Science and Journal of Consumer Research. He is also the author of two other leading texts. Dr. Bateson publishes a newsletter: ConsumerAgeism on Substack and is the editor of thebusinessofage.com, a website focusing on the aging consumer. Dr. Bateson was actively involved with the formation of the services division for the American Marketing Association (AMA). He served on the AMA Services Council for four years and has chaired sessions of the AMA Services Marketing Conference.

What's New

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UPDATED CONTENT INTEGRATES THE PROVISION OF SERVICES FROM MARKETING, OPERATIONS AND HUMAN RESOURCE PERSPECTIVES: With its complete and timely treatment of services marketing, this unique book purposely minimizes any overlap with other marketing courses.
MANAGERIALLY RELEVANT CONTENT FOCUSES ON TODAY'S MOST CURRENT ISSUES IN SERVICES MARKETING: Revisions address challenges associated with the pandemic and its subsequent consequences, The Great Resignation, operational challenges, disruptive customers and stressed employees. Extensive revisions balance traditional services marketing concepts and practices with a healthy dose of global, technological and ESG applications. All revisions present current academic research within the context of today’s global market conditions.
REVISIONS PRESENT THE LATEST IN ESERVICES: This edition provides updated technology-based content and boxed features in every chapter. New content highlights trends such as the growth of artificial intelligence and the present and future use of robotics in the provision of services.
UPDATES PROVIDE A TRULY INTERNATIONAL PERSPECTIVE OF GLOBAL SERVICES: The latest internationally based content and special boxed features in every chapter provide a deeper international perspective on service marketing issues as experienced around the world.
NEW CONTENT EXPLORES SERVICES FOR A BETTER WORLD: Environmental, Societal and Governance (ESG)-based content and boxed features in every chapter highlight how service firms serve a higher purpose and must improve the human condition.
REVISIONS CAREFULLY EXAMINE CHANGING CONSUMER MARKETS: Students discuss how declining birth rates and consumer longevity throughout the world are redefining future growth market opportunities. Students learn how successful service marketers who seek growth opportunities in the future will need to shift their traditional primary focus away from younger generations to older generations, who have their own unique market characteristics.
BREADTH OF UPDATED CONTENT CLEARLY DEMONSTRATES HOW SERVICES MARKETERS CAN POSITIVELY IMPACT THE WORLD: With new emphasis on technology, ESG issues and international considerations, this edition is ideal for instructors and students who desire a global perspective. Revisions appeal to those who have a genuine interest in how service marketers can positively impact the well-being of society as a whole.

Features

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STREAMLINED 15 CHAPTERS ARE IDEAL FOR MOST SEMESTER OR QUARTER UNIVERSITY SCHEDULES: The authors continue to provide the latest service marketing concepts and practices while revision throughout this integrated service marketing text addresses technological advances, global perspectives, environmental, societal, and governance (ESG) issues and ethical considerations -- all within one book.
CHAPTER-OPENING QUOTES AND VIGNETTES DIRECT STUDENT ATTENTION TO CHAPTER CONTENT: Every chapter begins with a managerially oriented, thought-provoking quote and engaging vignette. These features set the practical application tone for each chapter.
LEARNING OBJECTIVES ESTABLISH THE FRAMEWORK FOR EVERY CHAPTER: You can more efficiently organize class lectures with these helpful learning objectives. Your students can even use the learning objectives to organize class notes as they study for essay-oriented exams.
END-OF-CHAPTER REVIEW QUESTIONS REINFORCE UNDERSTANDING: Every chapter concludes with constructive review questions that are intentionally written to reinforce students’ comprehension and application of chapter content.
MARGIN AND END-OF-CHAPTER GLOSSARIES CLARIFY INDUSTRY TERMS: Key terms are highlighted in every chapter within the text and clearly defined in the adjacent margin. To assist your student in study, all key terms are presented again at the end of each chapter in order of appearance and are redefined in a convenient end-of-chapter glossary.
END-OF-CHAPTER CASES ILLUSTRATE, DEEPEN AND EXTEND CHAPTER CONCEPTS: These cases -- purposely brief but rich in application -- represent a variety of service industries and issues. They offer students an opportunity to further internalize services marketing concepts.
INSTRUCTORS’ RESOURCES PROVIDE VALUABLE TOOLS FOR PREPARATION AND ASSESSMENT: This edition's updated Instructor's Manual provides chapter outlines, PowerPoint® slides, answers to review questions and cases and an updated test bank to save you time as you prepare for your course and evaluate student progress.

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Part I: AN OVERVIEW OF SERVICES MARKETING.
1. An Introduction to Services.
2. Fundamental Differences between Goods and Services.
3. Environmental, Societal, and Governance (ESG) and Ethical Issues in Services Marketing.
4. Services Consumer Behavior.
Part II: THE TACTICAL SERVICES MARKETING MIX.
5. The Service Delivery Process.
6. The Pricing of Services.
7. Developing the Service Communication Strategy.
8. Managing the Firm’s Physical Evidence.
9. People as Strategy: Managing Service Employees.
10. People as Strategy: Managing Service Consumers.
Part III: ASSESSING AND IMPLEMENTING SUCCESSFUL SERVICE STRATEGIES.
11. Defining and Measuring Customer Satisfaction.
12. Defining and Measuring Service Quality.
13. Complaint & Service Recovery Management.
14. Customer Loyalty & Retention.
15. Pulling the Pieces together: Creating a World Class Service Culture.
EXAMPLES OF OPENING VIGNETTES AND BOX FEATURES.