Marketing Planning for Services

Informationen zum Autor Malcolm McDonald, Adrian Payne Zusammenfassung Provides an answer to the challenge of creating marketing plans that produce improved bottom-line results. This work highlights key misunderstandings about marketing and the nature of services and relationship marketing. It suggests frameworks and techniques for undertaking the marketing planning process and implementing the principles covered. Inhaltsverzeichnis 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

Product details

• Authors: Malcolm McDonald, Adrian Payne, Adrian Mcdonald Payne, Payne Adrian
• Publisher: ELSEVIER SCIENCE BV
• Languages: English
• Product format: Paperback / Softback
• Released: 17.06.1996
• EAN: 9780750630221
• ISBN: 978-0-7506-3022-1
• No. of pages: 376
• Series: CIM Professional Development
• Subjects: Social sciences, law, business > Business > Advertising, marketing; Business & Economics / General, BUSINESS & ECONOMICS / Marketing / General, Sales & marketing management, Sales & marketing, Sales and marketing, Sales and marketing management