Marketing Plans for Services (PDF)

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