Eric Berkowitz

Education

• PhD, Ohio State University, 1976
• MBA, University of Massachusetts Amherst, 1972
• BA, University of Massachusetts Amherst, 1971

Academic Appointments

• Professor Emeritus, Marketing, Isenberg School of Management, UMass Amherst, 6/2012-Present
• Associate Dean for Professional Programs, Isenberg School of Management, UMass Amherst, 9/2004-6/2012
• Professor and Head, Marketing, School of Management, UMass Amherst, 9/1984-1996

Research Interests

• Healthcare Marketing
• Strategic and Sales Marketing
• Marketing Management
• Marketing Research and Healthcare Management

Teaching Interests

• Marketing Management
• Market Research Methods
• Introduction to Marketing
• Critical Issues in Healthcare Management
• Practicum

Recent Honors & Awards

• Who's Who in American Education, 8th ed, 2007-2008
• Who's Who in Finance and Industry, 25th ed
• Who's Who Among Emerging Leaders, 2nd ed., 3rd. ed., 4th ed
• Outstanding College Teaching Award, University of Massachusetts Amherst, 1998
• Alliance for Healthcare Strategy Frank J. Weaver Leadership Award for contribution to the advancement of health care marketing

Selected Publications

• Health Care Market Strategy: From Planning to Action, (with Steven J. Hillestad), Jones & Bartlett Publishers, 4th Ed., 2013.

• Essentials of Health Care Marketing, Jones and Bartlett Publishers, 3rd. Ed., 2011.

• "Generational Cohorts Hold the Key to Understanding Patients and health Care Providers: Coming -of-Age Experiences Influence Health care Behaviors for a Lifetime," Health Marketing Quarterly, Vol. 28, No. 2 (2011), with Charles D. Schewe, pp. 190 - 204.

• "The Evolution of Public Relations and the Use of the Internet: The Implications for Health Care Organizations, Health Marketing Quarterly, Vol. 24, No.3/4 (2007), pp. 117-1129.