William R. George authored, co-authored, and edited several works in the field of marketing, such as Marketing of Services. In 1981, he taught at Rutgers University.
Developing New Services was edited by William R. George and Claudia E. Marshall. This work is a collection of presentations from a symposium by the same name held in 1983. The focus of these presentations is on elements critical to effective design and implementation of new service. This includes developing a climate for innovation of new services, new services development systems and processes, as well as the role of employees in new services development.