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Eric N. Berkowitz

Professor Emeritus



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

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

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

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.