Dr. K. Douglas Hoffman is a Professor of Marketing and University
Distinguished Teaching Scholar at Colorado State University. Doug’s
teaching experience at the undergraduate and graduate levels spans
over 20 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), and Thammasat University (Bangkok, Thailand).
Dr. Hoffman is an accomplished scholar in the services marketing
area, having published in the Journal of Retailing, Journal of
Business Research, Journal of Personal Selling & Sales Management,
and the Journal of Services Marketing, among numerous others. 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.
In addition to his research scholarship within the field of services
marketing, Dr. Hoffman has written numerous journal and conference
proceedings articles on teaching scholarship that have appeared in a
variety of outlets such as the Journal of Marketing Education,
Marketing Education Review, Journal of Services Marketing, and
Innovative Higher Education. His teaching scholarship has also
expanded into the co-authorship of textbooks including Services
Marketing: Concepts, Strategies & Cases (3e) and Marketing
Principles and Best Practices (3e) both published by
Thomson*South-Western.
Dr. Hoffman is the founder of Colorado State University’s College of
Business’ Master Teacher Initiative. The Master Teacher Initiative
has been adopted by all other colleges on campus and has been
singled out by The Association to Advance Collegiate Schools of
Business (AACSB) as a benchmark program for other universities to
follow. Professor Hoffman is currently serving as the University
Coordinator for the Master Teacher Initiative.
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