Marketing plans for services : a complete guide /

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), Payne, Adrian (Author), Frow, Pennie (Author)
Format: eBook
Published: Chichester, West Sussex, UK ; Hoboken, NJ : John Wiley, 2011.
Edition:Third edition.
Online Access:CONNECT
Table of Contents:
  • Marketing and services
  • The nature of services marketing
  • Marketing planning for services: the process
  • Marketing planning for services: the problems
  • Marketing planning Phase One: the strategic context
  • Marketing planning Phase Two: the situation review (Part 1)
  • Marketing planning Phase Two: the situation review (Part 2)
  • Marketing planning Phase Three: marketing strategy formulation
  • Marketing planning Phase Four: resource allocation, monitoring and detailed planning (Part 1: the budget, the service product plan and the communications plan)
  • Chapter
  • Organizing for marketing planning
  • Measuring the effectiveness of marketing plans for service businesses
  • A step-by-step marketing planning system for service businesses
  • Examples of marketing plans
  • Glossary of marketing planning terms.