Marketing Planning for Services

ISBN-13: 9780750630221 / Angielski / Miękka / 1996 / 384 str.

Malcolm McDonald; Adrian Payne

Opis

This text aims to answer the challenge of creating marketing plans that produce significantly improved bottom-line results. The authors highlight key misunderstandings about marketing and the nature of service 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. Key organizational aspects relating to marketing planning are also tackled. These include marketing intelligence systems, market research, organization development stages and marketing orientation.

Spis treści

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

O autorze

Malcolm McDonald, Adrian Payne