376 Pages
by
Routledge
376 Pages
by
Routledge
384 Pages
by
Routledge
Also available as eBook on:
Marketing Planning for Services is the answer 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. The authors highlight key misunderstandings about marketing and the nature of services and relationship marketing. The marketer is... Read more
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
Biography
Malcolm McDonald, Adrian Payne
