Sanjit Kumar Roy, Dilip S.Mutum, and Bang Nguyen have edited a Service Marketing casebook dedicated to emerging markets.
The book presents unique case studies from the services sector in emerging markets with up to date and relevant marketing issues and develops an in-depth understanding of the service management and marketing principles in the context of emerging economies. Each case study is accompanied by discussion questions and assignments to be used in the classroom discussions
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.
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