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SERVICES MARKETING IN ASIA A CASE BOOK Jochen Wirtz matter University of Singapore, Singapore Christopher Lovelock Yale University, USA Singapore London New York Toronto Sydney Tokyo capital of Spain Mexico City Munich Paris Capetown Hong Kong Montreal Published in 2005 by scholar Hall Pearson Education South Asia Pte Ltd 23/25 showtime Lok Yang Road, Jurong Singapore 629733 Pearson Education offices in Asia: Bangkok, Beijing, Hong Kong, Jakarta, Kuala Lumpur, Manila, New Delhi, Seoul, Shanghai, Singapore, Taipei, Tokyo Printed in Singapore 5 4 3 2 08 07 06 1 05 ISBN 981-244943-4 Copyright © 2005 by Pearson Education South Asia Pte Ltd. All rights reserved. This take is protected by Copyright and permission should be obtained from the publishing company prior to any prohibited reproduction, storage in a retrieval system, or transmission in any micturate or by any means, electronic, mechanical, photocopying, recording, or likewise. For information regarding permission(s), bring out to: Rights and Permissions Department.

Dedications To my dad, Johann Wirtz, in loving memory - JW In memory of my parents, Colin and Clare Lovelock, who real in me a love of learning and an appreciation of other cultures - CHL Contents Preface vi About the Authors x About the Contributors subject field Guide xiv xi PART ONE INTRODUCTION Chapter 1 Service frugality Asia 3 addition A: Map of Asia 18 Appendix B: Key Country Data 19 Chapter 2 Studying and Learning from graphic symbols 25 PART TWO UNDERSTANDING SERVICE PRODUCTS, CUSTOMERS & MARKETS side 1 field 2 facial expression 3 Case 4 Case 5 Case 6 Case 7 Case 8 Case 9 Case 10 Jollibee Foods Corporation 31 Bouleau & Huntley: Cross-Selling Professional Services into the Philippines 45 Makemytrip.com 53 BOL China 65 Longstay in Thailand 79 nonfunctional Surgery in China 93 DHLs task Strategy in China 101 State camber of India Competitive Strategies Of a Market Leader 119 MobileOne 139 Starwood Hotels & Resorts Worldwide Inc: Asia peaceable 155 PART... If you want to get a full essay, order it on our website: Ordercustompaper.com

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