McDonald, Malcolm.
Marketing plans for services : a complete guide / Malcolm McDonald, Pennie Frow and Adrian Payne. - 3rd ed. - Chichester, West Sussex, UK ; Hoboken, NJ : John Wiley, 2011. - xv, 495 p. : ill. ; 25 cm.
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.
9780470979099 (pbk.) 0470979097 (pbk.)
2011017544
015820704 Uk
Service industries--Marketing.
Service industries--Planning.
HD9980.5 / .M33 2011
658.802 / MCD 2011
Marketing plans for services : a complete guide / Malcolm McDonald, Pennie Frow and Adrian Payne. - 3rd ed. - Chichester, West Sussex, UK ; Hoboken, NJ : John Wiley, 2011. - xv, 495 p. : ill. ; 25 cm.
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.
9780470979099 (pbk.) 0470979097 (pbk.)
2011017544
015820704 Uk
Service industries--Marketing.
Service industries--Planning.
HD9980.5 / .M33 2011
658.802 / MCD 2011