TY  - GEN
AU  - McDonald,Malcolm
AU  - Payne,Adrian
TI  - Marketing planning for services
T2  - Marketing series: professional development
SN  - 075062549X
U1  - 658.802 
PY  - 1996///
CY  - [S.l.]
PB  - Butterworth-Heinemann
N1  - Hardcover
N2  - This text offers advice on creating successful marketing plans, with each chapter having examples of marketing planning in practice. The book highlights key misunderstandings about marketing and the nature of services and relationship marketing. The marketer is taken step-by-step through the stages of the marketing planning process and alerted to the barriers that can prevent a service organization being successful in introducing marketing planning. Frameworks and techniques are suggested for undertaking the marketing planning process and implementing the principles covered. Marketing intelligence systems, market research, organization development stages and marketing orientation are covered
UR  - http://www.amazon.com/exec/obidos/ASIN/075062549X/chopaconline-20
UR  - http://www.chopac.org/cgi-bin/tools/azrev.pl?q=075062549X
ER  -