Marketing plans for services: a complete guide
"The marketer is taken step-by-step through the key phases of the marketing planning process and alerted to the barriers that can prevent a service organization being successful in introducing marketing planning. Practical frameworks and techniques are suggested for undertaking the marketing planning process and implementing the principles covered. The authors highlight key misunderstandings about marketing and the nature of services and relationship marketing. "--Publisher.
Read More ↓Title Statements
- Full title :Marketing plans for services : a complete guide / Malcolm McDonald, Pennie Frow and Adrian Payne.
Summary
"The marketer is taken step-by-step through the key phases of the marketing planning process and alerted to the barriers that can prevent a service organization being successful in introducing marketing planning. Practical frameworks and techniques are suggested for undertaking the marketing planning process and implementing the principles covered. The authors highlight key misunderstandings about marketing and the nature of services and relationship marketing. "--Publisher.
Read More ↓Edition Statements
- Publication Date:2011.
- Edition:3rd ed
Publication Statements
- Publisher(s):John Wiley
- Place of Publication:Chichester, West Sussex, UK
- Language:eng
- Publication Date:2011.
The Physical Object
- Description:xv, 495 pages : : illustrations ; : 25 cm
Edition Identifiers
- ISBN:9780470979099, 0470979097, 9781283298902, 1283298902, 9781119951865, 1119951860
- oclc:ocn719429290
- LC Classification:HD9980.5
- Dewey Decimal:658.8/02
Table of Contents
1. Marketing and services -- 2. The nature of services marketing -- 3. Marketing planning for services: the process -- 4. Marketing planning for services: the problems -- 5. Marketing planning Phase One: the strategic context -- 6. Marketing planning Phase Two: the situation review (Part 1) -- 7. Marketing planning Phase Two: the situation review (Part 2) -- 8. Marketing planning Phase Three: marketing strategy formulation -- 9. Marketing planning Phase Four: resource allocation, monitoring and detailed planning (Part 1: the budget, the service product plan and the communications plan) -- 10. Marketing planning Phase Four: resource allocation, monitoring and detailed planning (Part 2: price, place, people, processes and customer service) -- 11.Organizing for marketing planning -- 12. Measuring the effectiveness of marketing plans for service businesses -- 13.A step-by-step marketing planning system for service businesses.
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