Marketing Plans for Services, Third Edition 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 organization 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 organizational aspects relating to marketing planning which can have a profound impact on its ultimate effectiveness. These include: marketing intelligence systems; market research; organization development stages; marketing orientation.
Marketing Plans for Services: A Complete Guide| Malcolm McDonald (Author), Pennie Frow (Author), Adrian Payne (Author) | Wiley
Table of Contents
Chapter 1. Marketing and services
Chapter 2. The nature of services marketing
Chapter 3. Marketing planning for services: the process
Chapter 4. Marketing planning for services: the problems
Chapter 5. Marketing planning Phase One: the strategic context
Chapter 6. Marketing planning Phase Two: the situation review (Part 1)
Chapter 7. Marketing planning Phase Two: the situation review (Part 2)
Chapter 8. Marketing planning Phase Three: marketing strategy formulation
Chapter 9. Marketing planning Phase Four: resource allocation, monitoring and detailed planning (Part 1: the budget, the service product plan and the communications plan)
Chapter 10. Marketing planning Phase Four: resource allocation, monitoring and detailed planning (Part 2: price, place, people, processes and customer service)
Chapter 11. Organizing for marketing planning
Chapter 12. Measuring the effectiveness of marketing plans for service businesses
Chapter 13. A step-by-step marketing planning system for service businesses
Examples of marketing plans
Glossary of marketing planning terms
References
Index
LINK FOR THE BOOK