This book covers three main areas, namely the pharmaceuticals industry, the telecommunications sector and the banking sector, with a focus on manufacturing and service. It includes a brief analysis of all three, particularly in the context of their evolution, current status, cost efficiency, and...

This book helps students to develop a critical understanding of the service business scenarios and strategies used in marketing for emerging markets. The case studies presented focus on creating, communicating and delivering customer value to emerging market consumers through various marketing...