Thiscasebook provides students and academics in business management and marketingwith a collection of case studies on services marketing and service operationsin emerging economies. It explores current issues and practices in Asia, acrossdifferent areas, countries, commercial and non-commercial sectors. This book is important and timely in providing aframework for instructors, researchers, and students to understand the servicedynamics occurring in these countries. It serves as an invaluable resource formarketing and business management students requiring insights into theoperationalization of services across different geographical areas in Asia.Students will find it interesting to compare and contrast different marketscovering important aspects related to services.
Sanjit Kumar Roy is Assistant Professor, at the University ofWestern Australia, Australia. His research interests include Services Marketingand Consumer-Brand Relationships. Heco-edited Marketing Cases for Emerging Markets. He has publishedin?European Journal of Marketing, Journalof Business Research, Journal of Marketing Management, Internet Research and Journalof Services Marketing among others.
Dilip S. Mutum is Associate Professor of Marketing at the Nottingham UniversityBusiness School (NUBS). Before deciding on an academic career, Dilip has workedwith various organisations in different capacities. This includes a short stintas a sub-editor with The South Review magazine and as the CommunicationsOfficer for Consumers International - Asia Pacific office. An avid blogger,Dilip's research interests include digital consumption, social networking,customer relationship management, and social marketing. His primary expertiselies in search engine optimisation and social media marketing.
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