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.
