Marketing plans for services : a complete guide / Malcolm McDonald, Pennie Frow and Adrian Payne.

Format:

Book

Author/Creator:

McDonald, Malcolm.

Contributor:

Frow, Pennie.

Payne, Adrian.

Language:

English

Subjects (All):

Service industries--Marketing.

Service industries.

Service industries--Planning.

Physical Description:

1 online resource (513 p.)

Edition:

3rd ed.

Place of Publication:

Chichester, U.K. : Wiley, 2011.

Language Note:

English

System Details:

text file

Summary:

Marketing Plans for Services, Third Edition is written in a pragmatic, action-orientated style and each chapter has examples of marketing planning in practice. The authors highlight key misunderstandings about marketing and the nature of services and relationship marketing. 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 implementi

Contents:

Marketing Plans for Services: A Complete Guide; Contents; Preface; The structure of this book and how to use it; List of Figures; 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; Examples of marketing plans; Glossary of marketing planning terms; References; Index

Notes:

Description based upon print version of record.

Includes bibliographical references and index.

ISBN:

9786613298904

9781119207306

1119207304

9781283298902

1283298902

9781119951865

1119951860

OCLC:

758387251