Services Marketing Cases in Emerging Markets

An Asian Perspective

  • Sanjit Kumar Roy
  • Dilip S. Mutum
  • Bang Nguyen

Table of contents

  1. Front Matter
    Pages i-x
  2. Service Experience and Co-creation

  3. Service Branding and Servicescapes

    1. Front Matter
      Pages 61-61
    2. David Newlands, Monali Hota
      Pages 77-88
    3. Tjong Budisantoso, Johnny Jermias, Adrian Bradshaw
      Pages 107-116
  4. Transformative Services

About this book


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.


Case studies Emerging markets International services marketing Service branding Service management Services marketing

Editors and affiliations

  • Sanjit Kumar Roy
    • 1
  • Dilip S. Mutum
    • 2
  • Bang Nguyen
    • 3
  1. 1.Department of Marketing (M263)The University of Western AustraliaPerthAustralia
  2. 2.Department of Marketing and AdvertisingCoventry University Business SchoolCoventryUnited Kingdom
  3. 3.Department of MarketingEast China University of Science and TechnologyShanghaiChina

Bibliographic information

  • DOI
  • Copyright Information Springer International Publishing Switzerland 2017
  • Publisher Name Springer, Cham
  • eBook Packages Business and Management
  • Print ISBN 978-3-319-32968-0
  • Online ISBN 978-3-319-32970-3
  • Buy this book on publisher's site
Industry Sectors
Chemical Manufacturing
Finance, Business & Banking
Consumer Packaged Goods