Higher Education

Services Marketing: Concepts, Strategies, & Cases, 4th Edition

  • K. Douglas Hoffman Colorado State University
  • John E.G. Bateson
  • ISBN-10: 1439039399  |  ISBN-13: 9781439039397
  • 480 Pages
  • Previous Editions: 2006, 2002, 1997
  • © 2011 | Published
  • College Bookstore Wholesale Price = $300.75
  • Newer Edition Available
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Hoffman and Bateson's SERVICES MARKETING: CONCEPTS, STRATEGIES, AND CASES examines the use of services marketing as a competitive tool from a uniquely broad perspective. The text explores services marketing not only as an essential focus for service firms, but also as a source of competitive advantage for companies that market tangible products. As a result, real-world examples throughout the text feature a wide array of businesses representing a variety of 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." The Fourth Edition of this proven text draws on cutting-edge data to cover important current issues such as business-to-business services, technology, and the global market, giving students valuable insights and skills to help them succeed in today's business environment. The text also maintains its popular, reader-friendly style and the streamlined structure that makes it perfect for courses of all types within both semester and quarter schedules.

Features and Benefits

  • Ten review questions follow each chapter to help students revisit key concepts, reinforce their understanding and application of the chapter content, and prepare for class assignments and exams. Answers to the review questions are provided in the Instructor's Manual.
  • Each chapter concludes with a brief, engaging, and informative case that further illustrates and extends the concepts developed in the chapter by exploring their relevance to real-world companies and industries. Additional material on the end-of-chapter cases is provided in the Instructor’s Manual.
  • Key terms within each chapter are highlighted in the text and defined in the adjacent margin, while a glossary at the end of the chapter collects all terms and definitions in a convenient list for easy review and reference.
  • Every chapter opens with a managerially oriented, thought-provoking quote that pertains to chapter content and sets an immediate practical tone. Examples include "Washrooms will always tell if your company cares about its customers," and "The bitterness of poor quality is remembered long after the sweetness of low price has faded from memory."

Table of Contents

1. An Introduction to Services.
2. The Service Sector: Supersectors and Ethical Considerations.
3. Fundamental Differences between Goods and Services.
4. Services Consumer Behavior.
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.
11. Defining and Measuring Customer Satisfaction.
12. Defining and Measuring Service Quality.
13. Complaint & Service Recovery Management.
14. Customer Loyalty & Retention.
15. Putting the Pieces together: Creating a World Class Service Culture.

What's New

  • The Fourth Edition features significant updates and revisions to every chapter to deliver the latest in services marketing concepts and practices, including updated coverage of 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.
  • A new boxed feature dedicated to Sustainability & Services in Action, included in every chapter, addresses sustainable services marketing practices across a variety of global industries, making this groundbreaking services marketing text one of the first to incorporate sustainability as a key emphasis from start to finish. Topics include LEED Rating systems, the cost of going green, TerraPass, TreeHugger, consumer motivations to recycle, the triple-bottom-line, and more.
  • Each chapter opens with a new vignette that spotlights service issues in real companies, using compelling real-life situations to draw in readers and set the stage for chapter topics. Featured companies include NetFlix, Ticketmaster, Frontier Airlines, Vail Resorts, Harrah's, Google, Geico, "Dinner in the Sky," and RateMyProfessor.com
  • Unique to this market, Hoffman and Bateson have created a YouTube Video Library with links to more than 50 videos illustrating key service concepts that are cross-referenced by chapter. The library includes both humorous and serious videos selected for their potential to bring services marketing practices alive in the classroom and create a more interactive atmosphere for learning.
  • New "in Action" boxed features on E-Services, Global Services, and Sustainability & Services effectively integrate considerations of technology and the Internet, the global market, sustainability, and ethics throughout the text as a complement to comprehensive coverage of the latest services marketing concepts and practices.


All supplements have been updated in coordination with the main title. Select the main title's "About" tab, then select "What's New" for updates specific to title's edition.

For more information about these supplements, or to obtain them, contact your Learning Consultant.

Instructor Supplements

Instructor’s Resource CD-ROM  (ISBN-10: 1111221901 | ISBN-13: 9781111221904)

The Instructor’s Resource CD-ROM includes the test bank, ExamView® Computerized Testing Software, the Instructor’s Manual, and the Microsoft® PowerPoint® lecture slides.

Web Site  (ISBN-10: 0840035055 | ISBN-13: 9780840035059)

This Web site gives you and your students access to a rich array of teaching and learning resources that you won't find anywhere else.

Instructor’s Manual  (ISBN-10: 0538477083 | ISBN-13: 9780538477086)

The instructor’s manual provides learning objectives, lecture outlines, questions and answers for review and discussion, in-class team activities, case notes, and additional lecture material to foster student participation and engagement.

Meet the Author

Author Bio

K. Douglas Hoffman

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.

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.