Professor Eric Berkowitz

Eric N. Berkowitz

Professor of Marketing, Emeritus




View CV (pdf)



Ph.D., Ohio State University, 1976
M.B.A., University of Massachusetts, 1972
B.A., University of Massachusetts, 1971 

Research/Teaching Interests:

Health care marketing

Strategic and sales marketing

Marketing management

Marketing research and health care management.


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.


"Physician Management and Leadership Education at the Cleveland Clinic Foundation: Program Impact and Experience over 15 years," with Jamie Stoller and Philip Balin, Journal of Medical Practice Management (January/February 2007), pp. 1-6.


Essentials of Health Care Marketing, 2nd ed. Jones and Bartlett ., 2006


"The Strategic Considerations of Marketing the GI Practice" GI Endoscopy Clinics of North America (October 2006), Vol. 16, No. 4, pp. 657-670.

Health Care Marketing Plans: From Strategy to Action, 3rd ed. Jones and Bartlett, 2004.

Marketing. 6th ed. Richard D. Irwin, 2000.

Health Care Marketing Research, Richard D. Irwin, 1997.

Strategic Planning in Health Care Management: Marketing and Finance Perspectives. Aspen, 1991.

Academic and Professional Activities:

Past Editor, Journal of Health Care Marketing

Past Editor, Trend Watch


Who's Who in American Industry and Finance, Who's Who in Education, Who's Who Among Emerging Leaders

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.