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Dr. Raymond P. Fisk


Fisk   Professor
  Department of Marketing
  Texas State University
  McCoy 211
  601 University Drive
  San Marcos, Texas 78666
  Phone: (512) 245-9614
  Fax: (512) 245-7475




Raymond P. Fisk (B.S., M.B.A., and Ph.D from Arizona State University) is Professor of Marketing at Texas State University.  He also taught at Oklahoma State University and the University of Central Florida (Orlando). He has also taught internationally at Klagenfurt University, Austria as a Fulbright Scholar; the University of Porto, Portugal; University College Dublin, Ireland; the Swedish School of Economics, Helsinki, Finland; the Universidad Diego Portales, Santiago, Chile; the Universidade do Algarve, Faro, Portugal; and the Instituto Tecnologico de Estudios Superiores de Monterrey (ITESM), Monterrey, Mexico. Dr. Fisk received the Career Contributions to the Services Discipline Award from the American Marketing Association Services Marketing Special Interest Group in 2005 and the Gronroos Service Research Award from the CERS Centre for Relationship Marketing and Service Management at the Department of Marketing, Hanken School of Economics, Finland in 2012. He is a member of the Distinguished Faculty of the Center for Services Leadership at the W.P. Carey School of Business, Arizona State University.

Current Research Interests:

Services marketing and management, particularly the areas of transformative service research, service design, service arts, service theater, and service history.

Research and Publication Activities:

Dr. Fisk is a leading researcher in the field of services marketing and management. He has published in the Journal of Marketing, Journal of Retailing, Journal of Service Research, Journal of the Academy of Marketing Science, European Journal of Marketing, Service Industries Journal, International Journal of Service Industry Management, Requirements Engineering, Journal of Health Care Marketing, Journal of Professional Services Marketing, Journal of Marketing Education, Marketing Education Review, Managing Service Quality and numerous international, national and regional marketing conferences. He has published five books: Marketing Theory: Distinguished Contributions; AIRWAYS: A Marketing Simulation; Services Marketing: An Annotated Bibliography. The 2nd Edition of Interactive Services Marketing was translated into Japanese in 2006.

Dr. Fisk's research (with Stephen J. Grove of Clemson University; Joby John, University of Louisiana at Lafayette; Michael Dorsch, Clemson University; and Aidan Daly, National University of Ireland, Galway, Ireland) on services as theater has been published in the European Journal of Marketing, Service Industries Journal, and Advances in Services Marketing and Management. This work has been reprinted in two literature compilations. Presentations of various aspects of this research have been made in Australia, England, Finland, France, Germany, Ireland, the Netherlands, Portugal, Scotland, Sweden, and the United States.

Dr. Fisk's research (with Mary Jo Bitner and Stephen W. Brown of Arizona State University) on the evolution of the services field resulted in publications in the Journal of Retailing and the International Journal of Service Industry Management. This work was reprinted in three literature compilations. Four presentations of various aspects of this research were given in the United States. This research also led to invited presentations in Finland, Ireland and Scotland.

Dr. Fisk’s research (with Lia Patrício and João Falcão e Cunha of the University of Porto, Portugal) on service design has been published in the Journal of Service Research, Journal of Service Managment,  Requirements Engineering and Managing Service Quality. Presentations of various aspects of this research have been made in England, France, Germany, Iceland, Japan, Netherlands, Norway, Portugal, Scotland, Sweden, Taiwan and the United States.

Professional Service Activities:

Dr. Fisk has been very active in the American Marketing Association. On the academic side of the AMA, he started the AMA's Services Marketing Special Interest Group. The Inaugural Recipient of the AMA SIG Leadership Award. He chaired the AMA Task Forces that put the AMA on the Internet and created Shared Interest Groups (SIGs) for AMA members. Dr. Fisk served as Vice President for Teaching and Information Dissemination and Vice President for Marketing, AMA Academic Council. He is a Past President of the AMA Academic Council. In addition, he has served as a track chair of AMA conferences on seven different occasions and co-chaired an AMA Services Marketing Conference held in New Orleans. He was founding editor of the AMA's Marketing Educator Online.

On the professional chapter side of the AMA, Dr. Fisk is a Past-President of both the AMA's Central Florida Chapter and New Orleans Chapter.

Dr. Fisk serves on the editorial review board of Journal of Service Research,  Journal of Service Management and service science. He has previously served on the editorial review boards of the Journal of Health Care Marketing, Marketing Education Review, Services Industries Journal and was the editor of the AMA Services Marketing Newsletter.


Dr. Fisk teaches the Service Design and the Services Marketing Internship Classes