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Title: Services Marketing in Asia: Managing People, Technology and Strategy by Christopher H. Lovelock, Bryan H. Pfaffenberger, Christopher Lovelock, Jochen Wirtz, Keh Hean-Tat ISBN: 0-13-060566-2 Publisher: Prentice Hall Pub. Date: October, 2001 Format: Paperback Volumes: 1 List Price(USD): $60.00

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Average Customer Rating: 5 (2 reviews)

Rating: 5
Summary: A 'precious' book
Comment: 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 this book, for I have found the insights in these case studies applicable across culture and industries.

I highly recommend this. This is definitely one book I would keep within an arm's length for ready reference.

Rating: 5
Summary: Finally, a textbook on Services Marketing in Asia!
Comment: 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.