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
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