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|Material Type:||Internet resource|
|Document Type:||Book, Internet Resource|
|All Authors / Contributors:||
Malcolm McDonald; Adrian Payne
|Notes:||Previous edition: published as Marketing planning for services. 1996.
|Description:||xiv, 401 pages : illustrations ; 25 cm|
|Contents:||Marketing and services; Marketing planning for services - the process and the problems; Marketing planning phase one - the strategic context; Marketing planning phase two - the situation review; Marketing planning phase three - marketing strategy formulation; Marketing planning phase four - resource allocation, monitoring and detailed planning; Organising for marketing planning; A step-by-step marketing planning system of services; Examples of marketing plans; Glossary of marketing planning terms|
|Other Titles:||Marketing planning for services|
|Responsibility:||Malcolm McDonald and Adrian Payne.|