Edward M. Carson Chair in Service Marketing
Center for Services Leadership
Edward M. Carson Chair in Service Marketing; Executive Director, Center for Services Leadership
Ph.D., University of Washington; MBA, University of Washington, B.A., University of Washington
Academic Positions Held
Arizona State University: 1987-present
Career and Recent Professional Awards; Teaching Awards
Marketing Innovator Award, 2014, presented by Marketing Management Association; ISSIP Fellow Award for Lifetime Achievement in Service Science, International Society for Service Innovation Professionals, inaugural award, 2013; Named Edward M. Carson Chair in Services Marketing, 2013; 2010 Outstanding Professor, Doctoral Programs, W. P. Carey School of Business. One award given annually. Named Distinguished Honored Professor, School of Management, Fudan University, Shanghai China, 2010; IBM Faculty Fellow Award for Services Science research, 2005; Career Contributions to the Services Discipline award from the American Marketing Association, 2003.
Editor in Chief, Journal of Service Research, 2013-2017; American Marketing Association Board Member (elected), 2011-2014; Co-Chair for Services and Retailing Track (with Amy Ostrom), Winter AMA Educators Conference, February 2011; Co-Chair, American Marketing Association, Sheth Ph.D. Consortium, 2007; Conference Co-Chair, Frontiers in Services Conference, 2005; Editorial Review Board Member: Service Science, 2008-present; Journal of Marketing, 1994-2005; 2008-present; Journal of Service Management (formerly IJSIM), 2004-present; Journal of Service Research, 1997-present.
Zeithaml, Valarie, Stephen W. Brown, Mary Jo Bitner, and Jim Salas, Profiting From Services and Solutions: What Product-Centric Firms Need to Know, Business Expert Press, forthcoming 2014.
Sirianni, Nancy J., MaryJo Bitner, Stephen W. Brown, and Naomi Mandel, "Branded Service Encounters: Strategically Aligning Employee Behavior with the Brand Positioning," Journal of Marketing, Vol. 77, No. 6, November 2013, 108-123.
Gallan, Andrew, Cheryl Burke Jarvis, Stephen W. Brown, and Mary Jo Bitner, "Customer Positivity and Participation in Services: An Empirical Test in a Healthcare Context," Journal of the Academy of Marketing Science, Vol. 41, No. 3, May 2013, 338-356.
Mende, Martin, Ruth N. Bolton, and Mary Jo Bitner, "Decoding Customer-Firm Relationships: How Attachment Styles Help Explain Customers' Preferences for Closeness, Repurchase Intentions, and Changes in Relationship Breadth," Journal of Marketing Research, Vol. 50, No. 1, February 2013, 125-142.
Wunderlich, Nancy, Florian von Wangerheim, and Mary Jo Bitner, "High Tech and High Tough: A Framework for Understanding User Attitudes and Behaviors Related to Smart Interactive Services," Journal of Service Research, lead article, Vol. 16, No. 1, February 2013, 3-20.
Cadwallader, Susan, Cheryl Burke Jarvis, Amy L. Ostrom and Mary Jo Bitner, “Frontline Employee Motivation to Participate in Service Innovation Implementation,” Journal of the Academy of Marketing Science, Vol. 38, No. 2, 251-, 2010.
Ostrom, Amy L., Mary Jo Bitner, Stephen W. Brown, Kevin A. Burkhard, Michael Goul, Vicki Smith-Daniels, Haluk Demirkan, and Elliot Rabinovich, “Moving Forward and Making a Difference: Research Priorities for the Science of Service,” Journal of Service Research, 13 (1), February 2010, 4-36.
Zeithaml, Valarie, Mary Jo Bitner and Dwayne D. Gremler, "Services Marketing: Integrating Customer Focus Across the Firm," 6th edition, New York: McGraw-Hill, 2013.
Bitner, Mary Jo, Amy L. Ostrom, and Felicia N. Morgan, "Service Blueprinting: A Practical Technique for Service Innovation," California Management Review, Spring 2008, 66-94.
ASU is a tier 1 research university and W. P. Carey is proud of its strong tradition of teaching and classroom excellence. Our students directly benefit from the research and theories our faculty brings into the classroom. Below is a list of courses being taught during the current semester by this faculty member. Click a course to view it in the ASU course catalog.
MKT 520 - Services Marketing and Mgmt
Focuses on challenges of managing service brands and delivering quality service to customers across industry sectors. Emphasizes skills and knowledge needed to implement quality service and service strategies, frameworks for customer-focused management, and how to increase customer satisfaction and retention through service strategies.