Chapter 16

Case 3. Bouleau & Huntley: Cross-Selling Professional Services

1 Peso is the Philippine currency. The exchange rate in January 2012 was Image 100 = US$2.26.

Case 4. Banyan Tree: Branding the Intangible

1 The complete list of awards won by Banyan Tree can be found on the company’s website at

2 Detailed information on BTHR’s CSR activities can be found at

Case 5. Giordano: Positioning for International Expansion

1 Management Discussion and Analysis, p. 30, Interim Financial Report 2008, Giordano International.Giordano to dispose of their interest in garment manufacturing subsidiary ...

Get Essentials of Services Marketing, Second Edition now with the O’Reilly learning platform.

O’Reilly members experience live online training, plus books, videos, and digital content from nearly 200 publishers.