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Services Marketing In Asia - A Case Book
        

 

ISBN 13: 978-981-244-943-6  
ISBN 10: 981-244-943-4  


Authors:
Jochen Wirtz
Christopher  Lovelock                                          

 

Copyright: 2005

No. of Pages: 472
Description

Asia’s service industries are growing rapidly.  Even for manufacturers, service increasingly becomes a key differentiator and value driver.  Yet, services marketing is a relatively new field that is often not well understood. This book fills an important gap in the market – a case book focusing on services marketing in Asia.

The cases address current and important issues in services marketing, ranging from marketing professional services, new service development to brand development, revenue management, customer asset management and CRM strategy design and implementation.

The cases are specifically selected for use in advanced undergraduate, MBA and executive education. They also provide valuable insights to service managers on how to succeed in Asia.

            

© 2007 Pearson Education South Asia Pte Ltd.  All Rights Reserved.

Last Updated on 30 October 2006.