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...

Despite the fact that experts acknowledge the importance of the emerging markets, there is a dearth of real case studies specially focussed on marketing issues. This case study book addresses that need. It is also important and timely in providing a framework for instructors and researchers...