Services Marketing Cases in Emerging Markets An Asian Perspective /

• Corporate Author: SpringerLink (Online service)
• Other Authors: Roy, Sanjit Kumar (Editor), Mutum, Dilip S. (Editor), Nguyen, Bang (Editor)
• Format: Electronic eBook
• Language: English
• Published: Cham : Springer International Publishing : Imprint: Springer, 2017.
• Subjects: Business.; Marketing.; Globalization.; Markets.; Service industries.; Business and Management.; Services.; Emerging Markets/Globalization.

This casebook provides students and academics in business management and marketing with a collection of case studies on services marketing and service operations in emerging economies. It explores current issues and practices in Asia, across different areas, countries, commercial and non-commercial...

Table of Contents:

• Service experience and co-creation
• Service branding and Servicescapes
• Transformative services.