Services Marketing in Asia, 2nd ed, builds on the excellence of the previous edition, which quickly became the leading textbook used in services marketing courses across Asia. It is equally suitable for courses directed at advanced undergraduates or MBA and EMBA students. In addition, the book is also recognized as a vital reference for managers and other professionals working in service industries.

Responding to the rapid changes in technology and the business environment in Asia, this new edition has been significantly revised and restructured to sharpen the focus on essentials, add indepth discussion of new concepts and ideas, extend coverage of service developments in China and India, and provide numerous new examples from a broad cross-section of service industries. The book also features many new cases on firms operating in a wide variety of Asian environments, including China, Hong Kong, India, Malaysia, the philippines, Singapore , and Taiwan.

Distinguishing features of Services Marketing in Asia, second edition:

* 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 important new academic research findings

* addition of numerous Asian examples and case studies to link theory to practice

* updated on ICT (information, communication, and telecommunication) developments in services, CRM, customer asset management, applications of Six Sigma to service processes, and yield management.