| Description |
1 online resource (372 pages) |
| Series |
The marketing series. Professional development |
|
CIM professional.
|
| Contents |
1. Marketing and services -- 2. Marketing planning for services : the process and the problems -- 3. Marketing planning phase one : the strategic viewpoint -- 4. Marketing planning phase two : the situation review -- 5. Marketing planning phase three : marketing strategy -- 6. Marketing planning phase four : resource allocation, monitoring and detailed planning -- 7. Organizing for marketing planning -- 8. A step-by-step marketing planning system for services |
| Summary |
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 succes |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Print version record |
| Subject |
Service industries -- Marketing.
|
|
Service industries -- Planning
|
|
BUSINESS & ECONOMICS -- Green Business.
|
|
Service industries -- Marketing
|
|
Service industries -- Planning
|
| Form |
Electronic book
|
| Author |
Payne, Adrian.
|
| ISBN |
9781136016028 |
|
1136016023 |
|
1283838079 |
|
9781283838078 |
|
9780080511115 |
|
0080511112 |
|
9781136015977 |
|
1136015973 |
|
9781136016011 |
|
1136016015 |
|
9781138152793 |
|
113815279X |
|
