Marketing planning for services / Malcolm McDonald.
Series: Marketing series: professional development: Publisher: [S.l.] : Butterworth-Heinemann, 1996Description: 364 p. ; 25 cmISBN: 075062549X; 9780750625494DDC classification: 658.802 Online resources: Amazon.com | Amazon customer reviews Summary: 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.| Item type | Current location | Home library | Call number | Status | Date due | Barcode | Item holds |
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Central Library (CL) | Central Library (CL) | 658.802 MCD (Browse shelf) | Available | NBS819 | ||
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Book
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Central Library (CL) | Central Library (CL) | 658.802 MCD (Browse shelf) | Available | NBS65 |
Hardcover.
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.
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