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Marketing Plans for Services

A Complete Guide
 E-Book
Sofort lieferbar | Lieferzeit:3-5 Tage I
ISBN-13:
9781119951865
Einband:
E-Book
Seiten:
512
Autor:
Malcolm McDonald
eBook Typ:
PDF
eBook Format:
E-Book
Kopierschutz:
Adobe DRM [Hard-DRM]
Sprache:
Englisch
Beschreibung:

Marketing Plans for Services, Third Edition is written in apragmatic, action-orientated style and each chapter has examples ofmarketing planning in practice. The authors highlight keymisunderstandings about marketing and the nature of services andrelationship marketing.
The marketer is taken step-by-step through the key phases of themarketing planning process and alerted to the barriers that canprevent a service organization being successful in introducingmarketing planning. Practical frameworks and techniques aresuggested for undertaking the marketing planning process andimplementing the principles covered.

The world renowned authors also tackle key organizationalaspects relating to marketing planning which can have a profoundimpact on its ultimate effectiveness. These include: marketingintelligence systems; market research; organization developmentstages; marketing orientation.

Marketing Plans for Services is for marketers in the servicesector and students of marketing.

"Marketing Plans for Services is clearly the premiertext in the field. From an explanation of 'why'services are driving all marketing activities to 'measuringthe results', and all things in between, this new and updatedtext explains why and how 'services' are the keyelements for most all 21st century organizations. Follow themasters of service marketing to marketplace success."Professor Don Schultz, Northwestern University

"McDonald, Frow and Payne have worked extensively witha wide range of service businesses across the globe in successfullyrealising their growth opportunities. This experience shows in thispractical text which contains all one needs to know in developingand implementing successful marketing plans for serviceorganizations. This book represents a tested roadmap for planningservices marketing success and combines an excellent balance of keyconcepts, frameworks and tools with practical advice. Their provenstep-by-step marketing planning system for services and theexamples of marketing plans make this a 'must have'book that should be on the desk of any forward-thinking servicesmarketer." Mark Veyret, Global Business DevelopmentLeader, PricewaterhouseCoopers

"Marketing planning is crucial today where increasedcompetition, complexity and the internet forces you to redefineyour marketing strategy and focus more clearly on what is requiredto achieve improved results. If not, you will not succeed inmeeting these challenges. McDonald, Frow and Payne areinternationally recognized authorities in marketing planning andservices marketing. Based on their extensive experience across inhelping organizations from a wide range of service sectors, thisbook gives you the practical 'how to' skills tosuccessfully implement strategic marketing plans." BobBarker, Vice President of Corporate Marketing and DigitalEngagement, Alterian
Preface vii

The structure of this book and how to use it ix

List of figures xi

1 Marketing and services 1

2 The nature of services marketing 23

3 Marketing planning for services: the process 49

4 Marketing planning for services: the problems 63

5 Marketing planning Phase One: the strategic context 79

6 Marketing planning Phase Two: the situation review (Part 1)107

7 Marketing planning Phase Two: the situation review (Part 2)141

8 Marketing planning Phase Three: marketing strategy formulation183

9 Marketing planning Phase Four: resource allocation, monitoringand detailed planning (Part 1: the budget, the service product planand the communications plan) 213

10 Marketing planning Phase Four: resource allocation,monitoring and detailed planning (Part 2: price, place, people,processes and customer service) 267

11 Organizing for marketing planning 307

12 Measuring the effectiveness of marketing plans for servicebusinesses 347

13 A step-by-step marketing planning system for servicebusinesses 373

Examples of marketing plans 411

Glossary of marketing planning terms 469

References 477

Index 485
InhaltsangabePreface vii

The structure of this book and how to use it ix

List of figures xi

1 Marketing and services 1

2 The nature of services marketing 23

3 Marketing planning for services: the process 49

4 Marketing planning for services: the problems 63

5 Marketing planning Phase One: the strategic context 79

6 Marketing planning Phase Two: the situation review (Part 1) 107

7 Marketing planning Phase Two: the situation review (Part 2) 141

8 Marketing planning Phase Three: marketing strategy formulation 183

9 Marketing planning Phase Four: resource allocation, monitoring and detailed planning (Part 1: the budget, the service product plan and the communications plan) 213

10 Marketing planning Phase Four: resource allocation, monitoring and detailed planning (Part 2: price, place, people, processes and customer service) 267

11 Organizing for marketing planning 307

12 Measuring the effectiveness of marketing plans for service businesses 347

13 A step-by-step marketing planning system for service businesses 373

Examples of marketing plans 411

Glossary of marketing planning terms 469

References 477

Index 485

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