Marketing plans for service businesses : a complete guide

著者

書誌事項

Marketing plans for service businesses : a complete guide

Malcolm McDonald and Adrian Payne

Butterworth-Heinemann, 2006

2nd ed

タイトル別名

Marketing planning for services

大学図書館所蔵 件 / 全7件

この図書・雑誌をさがす

注記

Previous ed.: published as Marketing planning for services. 1996

Includes bibliographical references (p. [387]-391) and index

内容説明・目次

内容説明

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.

目次

  • 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

「Nielsen BookData」 より

詳細情報

ページトップへ