Services Marketing Cases in Emerging Markets

Services Marketing Cases in Emerging Markets

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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 non-commercial sectors. This book is important and timely in providing a framework for instructors, researchers, and students to understand the service dynamics occurring in these countries. It serves as an invaluable resource for marketing and business management students requiring insights into the operationalization of services across different geographical areas in Asia. Students will find it interesting to compare and contrast different markets covering important aspects related to services.Thus, Maybank has been very committed to providing the best value to its customers through innovation in service ... computerised telephone service called Mayban Autophone, and, by working together with Malaysia Airlines (MAS ), ... for credit card and debit card holders, and most importantly, an internet banking portal called Maybank2u.com.my (henceforth M2U). ... Six years after the launch of M2U, Maybank went the extra mile to be the first Case Study 1: Co- creating Value withanbsp;...


Title:Services Marketing Cases in Emerging Markets
Author: Sanjit Kumar Roy, Dilip S. Mutum, Bang Nguyen
Publisher:Springer - 2016-09-29
ISBN-13:

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