Description
Services Marketing in Asia represents for the first time an adaptation of Christopher H. Lovelock's best-selling Services Marketing for the Asian student. The adaptation will bridge the gap that exists in the teaching of services marketing in Asia. The adaptation explains services marketing concepts in the context of Asian cultures, business and economic environments. While retaining the salient features presented in the original text, the adaptors have successfully infused the entire book with pertinent examples, rich case studies and extensive readings that cover many countries in Asia, including China, Hong Kong, India, Indonesia, Malaysia, Taiwan, The Philippines, Singapore and Thailand. All of the major topics in services marketing are covered, and recent developments such as the impact of the Internet, CRM and Six Sigma on services marketing are also included.ISBN: 9780130605665
