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...

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...

This is a teaching companion to the case studies provided in the book 'Strategic Marketing Cases in Emerging Markets' and is intended to help teachers and trainers follow a pedagogic line by using the case studies to develop a critical understanding of the service business scenarios and...