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Services Marketing: Concepts, Strategies, & Cases 5th Edition

K. Douglas Hoffman | John E.G. Bateson

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This Cengage solution can be seamlessly integrated into most Learning Management Systems (Blackboard, Brightspace by D2L, Canvas, Moodle, and more) but does require a different ISBN for access codes. Please work with your Cengage Learning Consultant to ensure the proper course set up and ordering information. For additional information, please visit the LMS Integration site.

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Hoffman and Bateson's SERVICES MARKETING: CONCEPTS, STRATEGIES, AND CASES, 5th Edition explores services marketing not only as an essential focus for service firms, but also as a competitive advantage for companies that market tangible products. Examples feature businesses from industries within and beyond the nine service economy supersectors, e.g., education and health services, financial activities, government, information, leisure and hospitality, and transportation and utilities. Cutting-edge data addresses current issues such as sustainability, technology, and the global market, giving students valuable insights for business success.

K. Douglas Hoffman, Colorado State University

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.

MindTap® is the digital learning solution that powers students from memorization to mastery. It gives you complete control of your course—to provide engaging content, to challenge every individual, and to build their confidence. Empower students to accelerate their progress with MindTap.

  • LEARNING OBJECTIVES ESTABLISH THE FRAMEWORK FOR EVERY CHAPTER. You can more efficiently organize class lectures with this tool. Students can also 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 ten constructive review questions that are intentionally written to reinforce students’ comprehension and application of chapter content. Answers for review questions are provided in the Instructor’s Manual for your convenience.
  • MARGIN AND END-OF-CHAPTER GLOSSARIES CLARIFY INDUSTRY TERMS. Key terms are highlighted in every chapter within the text and are clearly defined in the adjacent margin. For student study, all key terms are presented again at the end of each chapter in order of appearance and are re-defined in a convenient end-of-chapter glossary.
  • END-OF-CHAPTER CASES ILLUSTRATE, DEEPEN, AND EXTEND CHAPTER CONCEPTS. These cases, purposely brief in nature but long on application, represent a variety of service industries. They offer students an opportunity to further internalize services marketing concepts. Answers for end-of-chapter cases are provided in the Instructor’s Manual for your convenience.
  • INSTRUCTORS’ RESOURCES PROVIDE VALUABLE TOOLS FOR PREPARATION AND ASSESSMENT. An Updated Instructors Manual provides chapter outlines, PowerPoints®, answers to review questions and cases and an updated test bank. Instructor’s Resource CD-ROM includes the Instructor’s Manual, Test Bank, PowerPoint® Lecture Slides, and Cognero. An expanded Test Bank includes multiple-choice questions and new short-answer essay questions, while the Cognero Computerized Testing program allows you to create tests in minutes. In addition, the test items are available for a variety of Learning Management Systems such as Blackboard, Desire 2 learn, Moodle, and more. The Instructor Support website places downloadable supplements at your fingertips.
  • STREAMLINED 15-CHAPTER VERSION PERFECTLY FITS MOST SEMESTER OR QUARTER UNIVERSITY SCHEDULES. As a result of this revision, you’ll find an effectively integrated service marketing text that incorporates online, global, sustainability and ethical considerations within one book, while providing the latest in service marketing concepts and practices.
  • CHAPTER-OPENING QUOTES DIRECT STUDENT ATTENTION TO CHAPTER CONTENT. Every chapter begins with a managerially-oriented, thought-provoking quote that is directly pertinent to chapter content. Quotes, such as “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,” set the practical application tone for each chapter.

Services Marketing: Concepts, Strategies, & Cases


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. Pulling the Pieces together: Creating a World Class Service Culture.

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Learn More

Cengage provides a range of supplements that are updated in coordination with the main title selection. For more information about these supplements, contact your Learning Consultant.


Instructor's Companion Website

ISBN: 9781285431567
Find everything you need for your course in one place! This collection of book-specific lecture and class tools is available online via Access and download PowerPoint® presentations, images, an updated instructor’s manual, video links, and more.

Cengage Learning Testing, powered by Cognero® Instant Access

ISBN: 9781305644731
Cengage Learning Testing, powered by Cognero®, is a flexible, online system that allows you to import, edit, and manipulate content from the text's test bank or elsewhere, including your own favorite test questions. Create multiple test versions in an instant and deliver tests from your LMS, your classroom, or wherever you want.