the current state of interaction research with special focus on service marketing and service purchasing processes. A … identified three different approaches of successful interactions between service providers and potential buyers during marketing … market ; service marketing ; service purchasing …

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 … an invaluable resource for marketing and business management students requiring insights into the operationalization of …