Marketing Plans for Services (PDF)
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Marketing Plans for Services
Adrian Payne, Malcolm McDonald, Pennie Frow
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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
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.
- 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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- Größe: 10 MB
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