Asia Pacific University Library catalogue


Marketing plans for services : a complete guide / Malcolm McDonald, Pennie Frow and Adrian Payne.

By: McDonald, MalcolmContributor(s): Payne, Adrian | Frow, PennieMaterial type: TextTextPublication details: Chichester, West Sussex, UK ; Hoboken, NJ : John Wiley, 2011Edition: 3rd edDescription: xv, 495 p. : ill. ; 25 cmISBN: 9780470979099 (pbk.); 0470979097 (pbk.)Subject(s): Service industries -- Marketing | Service industries -- PlanningDDC classification: 658.802 LOC classification: HD9980.5 | .M33 2011
Contents:
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.
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Item type Current library Collection Call number Copy number Status Date due Barcode
General Circulation General Circulation APU Library
Open Shelf 		Book HD9980.5 .M33 2011 c.1 (Browse shelf (Opens below)) 1 Available (No use restrictions) 00011413
Browsing APU Library shelves, Shelving location: Open Shelf, Collection: Book Close shelf browser (Hides shelf browser)
HD9980.5 .K37 1999 c.1 Services marketing management : HD9980.5 .K37 2006 c.1 Services marketing management : HD9980.5 .K37 2006 c.3 Services marketing management : HD9980.5 .M33 2011 c.1 Marketing plans for services : HD9980.5 .P39 2001 c.1 The essence of services marketing / HD9980.5 .R53 1997 c.1 Successful services exporting : HD9980.5 .S47 2009 c.1 Services management and 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.

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