By
Malcolm McDonald, Until recently, Professor of Marketing and Deputy Director of Cranfield School of Management and formerly Marketing Director of Canada Dry, UK
Adrian Payne, Cranfield School of Management, UK
Description
Marketing Plans for Service Businesses is based on the successful
Marketing Planning for Services, which
has been completely overhauled, updated and revised to give a new and authoritative guide 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 taken step-by-step through the key phases of the marketing planning process and alerted to the barriers
that can prevent a service organisation being successful in introducing marketing planning. Practical frameworks and techniques are suggested
for undertaking the marketing planning process and implementing the principles covered. The world renowned authors also tackle key organisational
aspects relating to marketing planning which can have a profound impact on its ultimate effectiveness. These include: marketing intelligence
systems; market research; organisation development stages; marketing orientation. Marketing Planning for Services is for marketers in
the service sector and students of marketing.
With revised cases and new content covering gap analysis, market mapping, CRM and integrated
marketing communications it will be an essential guide for professional marketers in the service sector a well as upper level students.
Audience:
Professional marketing managers in service industriesCIM membersCIM Postgrad Diploma studentsMBA options courses on service marketing
