This is an adaptation of Lovelock's best-selling Services Marketing specifically aiming to cover Asian conditions. 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. Due to its readable, updated and substantive form, this book will be a valuable addition to the teaching and learning of services marketing and will also be of interest to practitioners of services marketing.
- ISBN10 0130605662
- ISBN13 9780130605665
- Publish Date 1 January 2001
- Publish Status Active
- Publish Country GB
- Publisher Pearson Professional Education
- Imprint Pearson Education Imports: Depositories
- Format Paperback
- Pages 728
- Language English