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Marketing plans for services : a complete guide

Author: Malcolm McDonald; Adrian Payne; Pennie Frow
Publisher: Chichester, West Sussex, UK ; Hoboken, NJ : John Wiley, 2011.
Edition/Format:   Print book : English : 3rd edView all editions and formats
Database:WorldCat
Summary:

This practical guide for marketers in the service industry provides essential knowledge on how to prepare a marketing plan. It takes the marketer step-by-step through the key phases of the marketing  Read more...

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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Malcolm McDonald; Adrian Payne; Pennie Frow
ISBN: 9780470979099 0470979097 9781283298902 1283298902 9781119951865 1119951860
OCLC Number: 719429290
Description: xv, 495 pages : illustrations ; 25 cm
Contents: 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.
Responsibility: Malcolm McDonald, Pennie Frow and Adrian Payne.
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