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Marketing plans for service businesses : a complete guide

Author: Malcolm McDonald; Adrian Payne
Publisher: Oxford : Butterworth-Heinemann, 2006.
Edition/Format:   Print book : English : 2nd edView all editions and formats
Database:WorldCat
Summary:
"Marketing Plans for Service Businesses is based on the successful Marketing Planning for Services, which has been completely overhauled, updated and revised to give a new and authoritative guide to the challenge of creating marketing plans that produce significantly improved bottom-line results. It is written in a pragmatic, action-orientated style and each chapter has examples of marketing planning in practice.  Read more...
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Details

Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Malcolm McDonald; Adrian Payne
ISBN: 9780750667463 075066746X
OCLC Number: 61441677
Notes: Previous edition: published as Marketing planning for services. 1996.
Includes index.
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.

Abstract:

Serves as a guide to the challenge of creating marketing plans that produce improved bottom-line results. This work highlights key misunderstandings about marketing and the nature of services and  Read more...

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