El. knyga: Services Marketing Cases in Emerging Markets: An Asian Perspective

"Services are the foundation of human civilizations. Every market has different needs that must be met with different service solutions. This case book provides an invaluable collection of service cases on emerging markets in Asia. These cases cover the very established topics of service experience, co-creation, branding and servicescapes, and add the very forward-thinking topic of transformative services. Services faculty and service students will be well served by this book." (Professor Raymond P. Fisk, Department of Marketing, McCoy College of Business Administration, Texas State University, San Marcos, Texas, USA) "Asia has experienced tremendous growth of the service sector. This case book is timely to help educate tomorrow's leaders in Asia on service marketing and management. If offers valuable insights and case examples on the management of three contemporary themes - service experience and co-creation, branding and servicescapes, and transformative services. Students, academics, and practitioners alike will find this book highly insightful." (Professor Jochen Wirtz, Department of Marketing, NUS Business School, National University of Singapore, Singapore) "This is a timely book. We need real world cases that make new concepts and theory come alive. Ideas and conceptual models are often difficult to grasp as they go against the mainstream. Service-Dominant (S-D) Logic and IBM's Service Science service are leading the way but I see them constantly being misinterpreted. More cases can cure this." (Dr. Evert Gummesson, Emeritus Professor, Stockholm Business School, Stockholm University, Sweden) "This book is a direct response to the emerging need for a quality case book on services marketing in Asia which has been witnessing tremendous growth in services arena in recent times. The cases have addressed the contemporary issues of services marketing, are relevant and well written. I am sure students and academics interested in services marketing will find the book to be useful." (Professor Ali Quazi, School of Management, University of Canberra, ACT, Australia) "Good, relevant and timely case studies are always in demand from business and management educators. And it is increasingly important that students are exposed to a diversity of business experiences when undertaking case work. Despite the rapid growth in in the service sector across much of Asia, good case studies have been in short supply. Until now! The authors are to be congratulated for bringing together an excellent collection of cases that are diverse in terms of sectors and countries but which together provide invaluable insights into contemporary service marketing practice." (Professor Christine Ennew, Provost, Faculty of Social Siences, University of Nottingham Malaysia Campus, Nottingham University Business School, Selangor Darul Ehsan, Malaysia) "This book on services marketing is timely as businesses are grappling with the "what" and "how" of an effective strategy to win the competition in service industries. Lessons from case studies would provide the much needed learning for a richer class room experience for final year undergraduates and MBA students, giving them an early start on dealing with the complexities of managing service businesses." (Professor Fon Sim Ong, Faculty of Arts and Social Sciences, The University of Nottingham Malaysia Campus, Nottingham University Business School, Selangor Darul Ehsan, Malaysia)