Services Marketing

Services Marketing: Concepts, Strategies, & Cases, 5th Edition, examines marketing principles across diverse service environments. Authors K. Douglas Hoffman and John E.G. Bateson present services marketing both as an essential operational focus for dedicated service organizations and as a competitive advantage for companies selling tangible goods.

The textbook investigates commercial scenarios across nine service economy supersectors, including financial activities, healthcare, and leisure and hospitality. Integrated data addresses critical business factors such as sustainability, technology, and global markets.

Designed for online, hybrid, and traditional classroom formats, this edition offers structured resources to support students preparing for careers in contemporary commerce.