Marketing Plans for Services (PDF)
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(Sprache: Englisch)
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...
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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
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
Inhaltsverzeichnis zu „Marketing Plans for Services (PDF)“
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 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
Autoren-Porträt von Malcolm McDonald, Pennie Frow, Adrian Payne
Malcolm McDonald, MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA,author of 43 books, until recently was Professor of Marketing andDeputy Director of Cranfield School of Management. Malcolm is agraduate in English Language and Literature from Oxford University,in Business Studies from Bradford University Management Centre, andhas a PhD from Cranfield University. He also has an HonoraryDoctorate from Bradford University. Malcolm has extensiveindustrial experience, including a number of years as MarketingDirector of Canada Dry. He is Emeritus Professor of Marketing atCranfield and is a Visiting Professor at Henley, Warwick, Aston andBradford Business Schools.Pennie Frow, PhD MBA BSc (Hons) Psych DipM FCIM, isAssociate Professor of Marketing in the Discipline of Marketing atthe University of Sydney. Previously she was a Senior Consultant inthe Cranfield Marketing Planning Centre and a Visiting Fellow atCranfield School of Management. Before joining Academia, she wasChief Marketing Officer of a major British charity and ManagingDirector of a US distribution company. Her publications haveappeared in many academic publications including the Journal ofMarketing, Journal of the Academy of Marketing Science,Journal of Business Research, Industrial MarketingManagement and the Journal of Marketing Management.
Adrian Payne, PhD MSc MEd FRMIT FCIM FHEA, is Professorof Marketing at the Australian School of Business at the Universityof New South Wales, Australia and Visiting Professor at CranfieldSchool of Management. Previously he was Professor of Services &Relationship Marketing and Director of the Centre for CRM atCranfield. His industry experience includes positions as ChiefExecutive for a manufacturing company and senior appointments instrategic planning and marketing.
His many books and articles include contributions in theJournal of Marketing, Journal of the Academy of MarketingScience and the Journal of Business Research.
Bibliographische Angaben
- Autoren: Malcolm McDonald , Pennie Frow , Adrian Payne
- 2011, 3. Auflage, 512 Seiten, Englisch
- Verlag: John Wiley & Sons
- ISBN-10: 1119951860
- ISBN-13: 9781119951865
- Erscheinungsdatum: 03.10.2011
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