Services Marketing: Concepts, Strategies, & Cases

About John BatesonK. 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. Hoffmans 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 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.