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Services Marketing Cases in Emerging Markets: An Asian Perspective de Sanjit Kumar Roy

Services Marketing Cases in Emerging Markets: An Asian Perspective

Editat de Sanjit Kumar Roy, Dilip S. Mutum, Bang Nguyen
en Limba Engleză Hardback – 15 sep 2016
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 sectors. This book is important and timely in providing a framework for instructors, researchers, and students to understand the service dynamics occurring in these countries. It serves as an invaluable resource for marketing and business management students requiring insights into the operationalization of services across different geographical areas in Asia. Students will find it interesting to compare and contrast different markets covering important aspects related to services.
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Specificații

ISBN-13: 9783319329680
ISBN-10: 3319329685
Pagini: 400
Ilustrații: X, 184 p. 28 illus., 24 illus. in color.
Dimensiuni: 155 x 235 x 18 mm
Greutate: 0.45 kg
Ediția:1st ed. 2017
Editura: Springer International Publishing
Colecția Springer
Locul publicării:Cham, Switzerland

Cuprins

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

Notă biografică

Sanjit Kumar Roy is Assistant Professor, at the University of Western Australia, Australia. His research interests include Services Marketing and Consumer-Brand Relationships. He co-edited Marketing Cases for Emerging Markets. He has published in European Journal of Marketing, Journal of Business Research, Journal of Marketing Management, Internet Research and Journal of Services Marketing among others.
Dilip S. Mutum is Associate Professor of Marketing at the Nottingham University Business School (NUBS). Before deciding on an academic career, Dilip has worked with various organisations in different capacities. This includes a short stint as a sub-editor with The South Review magazine and as the Communications Officer 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 expertise lies insearch engine optimisation and social media marketing.

Bang Nguyen, PhD, is a faculty member of the Marketing Department at the East China University of Science and Technology (ECUST), School of Business, in Shanghai, China. Previously, he held positions at the Oxford Brookes University and the RMIT International University Vietnam. His research interests include branding, CRM, services marketing, consumer behavior and innovation management

Textul de pe ultima copertă

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 sectors. This book is important and timely in providing a framework for instructors, researchers, and students to understand the service dynamics occurring in these countries. It serves as an invaluable resource for marketing and business management students requiring insights into the operationalization of services across different geographical areas in Asia. Students will find it interesting to compare and contrast different markets covering important aspects related to services.

Caracteristici

Presents unique case studies from the services sector in emerging markets with up to date and relevant marketing issues Develops an in-depth understanding of the service management and marketing principles in the context of emerging economies Each case study is accompanied by discussion questions and assignments to be used in the classroom discussions