This book would enable students, academics and practitioners to develop a thorough understanding on how to address service marketing issues and problems in a va

Modern corporations face a variety of challenges and opportunities in the field of sustainable development. Properly managing assets and maintaining effective r

This book presents a collection of articles addressing a range of marketing strategies unique to emerging economies. It describes the component of strategic and

This book examines emerging theories, frameworks, and applications of global marketing for the 21st century. It highlights how global marketing is changing in a

This casebook provides students and academics in business management and marketing with a collection of case studies on services marketing and service operation