Services Marketing Cases in Emerging Markets (PDF)
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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.
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 in search 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
- 2016, 1st ed. 2017, 184 Seiten, Englisch
- Herausgegeben: Sanjit Kumar Roy, Dilip S. Mutum, Bang Nguyen
- Verlag: Springer-Verlag GmbH
- ISBN-10: 3319329707
- ISBN-13: 9783319329703
- Erscheinungsdatum: 08.09.2016
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- Dateiformat: PDF
- Größe: 3.73 MB
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