Marketing Plans for Service Businesses

A Complete Guide

Malcolm McDonald, Adrian Payne - Collection Marketing

400 pages, parution le 28/11/2005

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Résumé

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.

L'auteur - Malcolm McDonald

Professor Malcolm McDonald MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA, until recently was Professor of Marketing and Deputy Director Cranfield School of Management, with special responsibility for E-business. Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has an Honorary Doctorate from Bradford University. Malcolm has extensive industrial experience, including a number of years as Marketing Director of Canada Dry.

L'auteur - Adrian Payne

Professor Adrian Payne PhD MSc MEd FRMIT FCIM is Director of the Centre for CRM and Professor of Services & Relationship Marketing at Cranfield University. He has a special interest is using executive education to help top management implement their business strategy. He gives keynote presentations, runs workshops and consults globally in CRM, marketing strategy and customer retention strategies. His previous appointments include positions as a chief executive and senior management positions in strategic planning and marketing.

Sommaire

Preface
The structure of this book and how to use it
List of figures
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
References
Index

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Elsevier
Auteur(s)	Malcolm McDonald, Adrian Payne
Collection	Marketing
Parution	28/11/2005
Nb. de pages	400
Format	19 x 24,5
Couverture	Broché
Poids	799g
Intérieur	2 couleurs
EAN13	9780750667463
ISBN13	978-0-7506-6746-3