Examines processes of customer value creation (e.g., product development, communications, distribution) and value capture (e.g. pricing).
This course can be applied toward:
BUS 500 (Business Systems and Processes) or concurrent registration.
Textbooks and Materials
K. Douglas Hoffman is Professor of Marketing, Partner for Excellence Fellow, and University Distinguished Teaching Scholar at Colorado State University. Doug’s teaching experience at the undergraduate and graduate levels spans nearly 25 years while holding tenure track positions at Colorado State University, The University of North Carolina at Wilmington, and Mississippi State University. Professor Hoffman is an accomplished scholar in the services marketing area and is the author of three textbooks including Services Marketing: Concepts, Strategies & Cases (4e) published by South-Western. Doug's 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.