Marketing Plans for Service Businesses - 2nd Edition - ISBN: 9780750667463, 9780080492872

Marketing Plans for Service Businesses

2nd Edition

A Complete Guide

Authors: Malcolm McDonald Adrian Payne
Paperback ISBN: 9780750667463
eBook ISBN: 9780080492872
Imprint: Butterworth-Heinemann
Published Date: 13th September 2005
Page Count: 320
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Description

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

Key Features

  • Based on a successful and highly regarded first original title aimed at the steadily expanding needs of service businesses
  • Massively revised and updated with new perspectives and cases
  • Written by one of the best known and acclaimed author teams in the sector who can give effective advice on understanding and then creating practical marketing plans for service businesses.

Readership

Professional marketing managers in service industries CIM members CIM Postgrad Diploma students MBA options courses on service marketing

Table of Contents

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

Details

No. of pages:
320
Language:
English
Copyright:
© Butterworth-Heinemann 2005
Published:
Imprint:
Butterworth-Heinemann
eBook ISBN:
9780080492872
Paperback ISBN:
9780750667463

About the Author

Malcolm McDonald

MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA, until recently was Professor of Marketing and Deputy Director Cranfield School of Management, with special responsibility for E-business. Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has an Honorary Doctorate from Bradford University. Malcolm has extensive industrial experience, including a number of years as Marketing Director of Canada Dry.

Affiliations and Expertise

Until recently, Professor of Marketing and Deputy Director of Cranfield School of Management and formerly Marketing Director of Canada Dry, UK

Adrian Payne

Dr Adrian Payne is Professor of Services & Relationship Marketing and Director of the Centre for CRM at Cranfield School of Management, UK. He is an author of ten books on Relationship Marketing, CRM and Marketing Strategy. He undertakes research, gives keynote presentations, runs workshops and consults globally in CRM, relationship marketing and customer retention strategies.

Affiliations and Expertise

Cranfield School of Management, UK