TY  - BOOK
AU  - McDonald,Malcolm
AU  - Payne,Adrian
AU  - Frow,Pennie
TI  - Marketing plans for services: a complete guide 
SN  - 9780470979099 (pbk.)
AV  - HD9980.5 .M33 2011
U1  - 658.802 23
PY  - 2011///
CY  - Chichester, West Sussex, UK, Hoboken, NJ
PB  - John Wiley
KW  - Service industries
KW  - Marketing
KW  - Planning
N1  - 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
ER  -