Services Marketing

Part I: AN OVERVIEW OF SERVICES MARKETING. 1. An Introduction to Services. 2. The Service Sector: Supersectors and Ethical Considerations. 3. Fundamental Differences between Goods and Services. 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.

Hoffman, K. K. Douglas Hoffman 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. Bateson, John 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