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...
| Main Authors: | , , |
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| Format: | text |
| Language: | eng |
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Chichester, West Sussex, UK ; Hoboken, NJ : John Wiley,
2011
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| Subjects: |
| _version_ | 1796741282338439168 |
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| author | McDonald, Malcolm, author 414975 Payne, Adrian, author 258217 Frow, Pennie, author 521264 |
| author_facet | McDonald, Malcolm, author 414975 Payne, Adrian, author 258217 Frow, Pennie, author 521264 |
| author_sort | McDonald, Malcolm, author 414975 |
| collection | OCEAN |
| description | 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. |
| first_indexed | 2024-03-05T11:42:35Z |
| format | text |
| id | KOHA-OAI-TEST:464244 |
| institution | Universiti Teknologi Malaysia - OCEAN |
| language | eng |
| last_indexed | 2024-03-05T11:42:35Z |
| publishDate | 2011 |
| publisher | Chichester, West Sussex, UK ; Hoboken, NJ : John Wiley, |
| record_format | dspace |
| spelling | KOHA-OAI-TEST:4642442021-06-10T06:15:16ZMarketing Plans for Services : A Complete Guide / McDonald, Malcolm, author 414975 Payne, Adrian, author 258217 Frow, Pennie, author 521264 textChichester, West Sussex, UK ; Hoboken, NJ : John Wiley,2011©2011engMarketing 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.Includes bibliographical references and index.Machine generated contents note: 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.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.PSZ_JBService industriesService industriesURN:ISBN:9780470979099 |
| spellingShingle | Service industries Service industries McDonald, Malcolm, author 414975 Payne, Adrian, author 258217 Frow, Pennie, author 521264 Marketing Plans for Services : A Complete Guide / |
| title | Marketing Plans for Services : A Complete Guide / |
| title_full | Marketing Plans for Services : A Complete Guide / |
| title_fullStr | Marketing Plans for Services : A Complete Guide / |
| title_full_unstemmed | Marketing Plans for Services : A Complete Guide / |
| title_short | Marketing Plans for Services : A Complete Guide / |
| title_sort | marketing plans for services a complete guide |
| topic | Service industries Service industries |
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