Marketing planning for services
Author(s)
Bibliographic Information
Marketing planning for services
（The Marketing series, professional development）
Butterworth-Heinemann, 1996
- : pbk
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Note
Includes index
Description and Table of Contents
- Volume
-
ISBN 9780750625494
Description
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.
Table of Contents
- Marketing and services
- marketing planning for services - the processes and the problems
- marketing planning phase one - the strategic context
- marketing planning phase two - the situation review
- marketing planning phase three - marketing strategy formulations
- marketing planning phase four - resource allocation and monitoring
- organizing for marketing planning
- a step-by-step marketing planning system for services
- examples of marketing plans.
- Volume
-
: pbk ISBN 9780750630221
Description
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 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.
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
by "Nielsen BookData"