John Bateson

Services Marketing – Strategies for Success in a Rapidly Evolving Experience Economy

Summary of the Book:

Services Marketing: Concepts, Strategies & Cases (6th Edition) by K. Hoffman and John Bateson is a comprehensive guide that explores the unique challenges and opportunities in marketing services. This edition positions services marketing not only as the backbone of service-based businesses but also as a key competitive advantage for firms offering tangible products. The book features fifteen well-structured chapters covering critical concepts such as service design, customer experience, relationship marketing, and service recovery.