Services Marketing in Asia, Second Edition

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Services Marketing in Asia, Second Edition
by Christopher Lovelock, Jochen Wirtz, Hean Tat Keh, Xiongwen Lu
from Prentice Hall

Customer Reviews:

• Avg. Customer Rating: 5.0 / 5.0

• Superb edition!
  This is a great book for someone wanting an insight into services marketing. Few marketing text have the emphasis or focus on asian firms like this one. The instructor edition comes with a comprehensive teaching note to help teachers strategically to conduct classes closely to the cases found within the text. A must have for professional marketeers and aspiring students alike.

• A 'precious' book
  Services Marketing in Asia is extremely well-written and a rare gem. The base text on Service Marketing teaching is great - vintage Lovelock and team you could say - but what stood out for me was the wealth of case studies.

  I have been through a couple of similar books in the past. But coming from Singapore, I have found most of the examples and case studies to be American or Euro-centric in nature, and not always readily applicable to the Asian context.

  Not to say that non-Asians would not benefit for... more info

• Finally, a textbook on Services Marketing in Asia!
  This book helps me in understanding the services marketing landscape in Asia. Filled with Asian examples and cases, it's really a gift from the god for the Asian students.

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