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Services Marketing in Asia
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Services Marketing in Asia

Price per Unit (piece): HK$35.00

Author: Christopher Lovelock, Jochen Wirtz & Hean Tat Keh
Publisher: Prentice Hall
Format: Paperback USED
ISBN: 0130605662

Services marketing, once a tiny academic field championed by just a handful of pioneering professors, has become a thriving area of activity. Paralleling growing research efforts in both academia and business is increased student interest in taking courses that focus on different aspects of managing service organisations, including marketing.

Services Marketing in Asia, an adaptation of Christopher H. Lovelock's best-selling text, Services Marketing, bridges the gap that exists in the teaching of services marketing in Asia. This book explains services marketing concepts in the context of Asian cultures, businesses and economic environments. 

Distinguishing Features of Services Marketing in Asia

• A strong managerial orientation and strategic focus

• Use of conceptual frameworks that have been classroom tested for relevance to advanced undergraduates, MBA students and executive seminar participants

• Incorporation of key academic research findings

• Addition of numerous Asian examples to link theory to practice

• Inclusion of new cases and readings set in Asia

• Updates on the Internet revolution, developments in telecommunications, CRM and Six Sigma, and their impact on services marketing


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Last Updated: 11 December 2017