Services Marketing Cases in Emerging Markets: An Asian Perspective

Services Marketing Cases in Emerging Markets: An Asian Perspective

  • Alexander Franco

Abstract

This book can be appreciated for its timeliness as many countries in Asia are shifting from or moving beyond manufacturing into the service economy. The intention of the editors was to provide a collection of short and long real case studies to assist academicians and students in exploring service operations and services marketing within the emerging economies of Asia. The editors structured this case study book into three subject areas: 1) service experience and co-creation, 2) service branding and service scapes, and 3) transformative services.
Published
Dec 23, 2016
How to Cite
FRANCO, Alexander. Services Marketing Cases in Emerging Markets: An Asian Perspective. Journal submission manual - ASEAN Journal of Management & Innovation, [S.l.], v. 3, n. 2, p. 146-147, dec. 2016. ISSN 2351-yyyz. Available at: <http://journal.stamford.edu/index.php/ajmi/article/view/629>. Date accessed: 22 june 2017.