Marketing Plans for Services: A Complete Guide, Third Edition McDonald, Malcolm.

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 ste...

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Bibliographic Details
Main Authors: McDonald, Malcolm, (Author), Frow, Pennie, (Author), Payne, Adrian, (Author)
Corporate Author: Safari, an O’Reilly Media Company.
Format: Book
Language:English
Published: Wiley, 2011.
Edition:1st edition
Online Access:CONNECT
Description
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 implementing the principles covered. The world renowned authors also tackle key organizational aspects relating to marketing planning which can have a profound impact on its ultimate effectiveness. These include: marketing intelligence systems; market research; organization development stages; marketing orientation. Marketing Plans for Services is for marketers in the service sector and students of marketing.
Physical Description:1 online resource (511 pages)
Format:Mode of access: World Wide Web.
ISBN:9780470979419