Marketing Planning for Services (Marketing S.)

Marketing Planning for Services (Marketing S.)

by Malcolm Mc Donald (Author), Adrian Payne (Author)

Synopsis

This text offers advice on creating successful marketing plans, with each chapter having examples of marketing planning in practice. The book highlights key misunderstandings about marketing and the nature of services and relationship marketing. The marketer is taken step-by-step through the stages of the marketing planning process and alerted to the barriers that can prevent a service organization being successful in introducing marketing planning. Frameworks and techniques are suggested for undertaking the marketing planning process and implementing the principles covered. Marketing intelligence systems, market research, organization development stages and marketing orientation are covered.

$3.25

Quantity

1 in stock

More Information

Format: Hardcover
Pages: 336
Publisher: Butterworth-Heinemann Ltd
Published: 30 Nov 1995

ISBN 10: 075062549X
ISBN 13: 9780750625494