Marketing Plans for Services (PDF)

Marketing Plans for Services, Third Edition is written in a
pragmatic, action-orientated style and each chapter has examples of
marketing planning in practice. The authors highlight key
misunderstandings about marketing and the nature of services and
relationship marketing.

The marketer is taken step-by-step through the key phases of the
marketing planning process and alerted to the barriers that can
prevent a service organization being successful in introducing
marketing planning. Practical frameworks and techniques are
suggested for undertaking the marketing planning process and
implementing the principles covered.

The world renowned authors also tackle key organizational
aspects relating to marketing planning which can have a profound
impact on its ultimate effectiveness. These include: marketing
intelligence systems; market research; organization development
stages; marketing orientation.

Marketing Plans for Services is for marketers in the service
sector and students of marketing.

"Marketing Plans for Services is clearly the premier
text in the field. From an explanation of 'why'
services are driving all marketing activities to 'measuring
the results', and all things in between, this new and updated
text explains why and how 'services' are the key
elements for most all 21st century organizations. Follow the
masters of service marketing to marketplace success."
Professor Don Schultz, Northwestern University

"McDonald, Frow and Payne have worked extensively with
a wide range of service businesses across the globe in successfully
realising their growth opportunities. This experience shows in this
practical text which contains all one needs to know in developing
and implementing successful marketing plans for service
organizations. This book represents a tested roadmap for planning
services marketing success and combines an excellent balance of key
concepts, frameworks and tools with practical advice. Their proven
step-by-step marketing planning system for services and the
examples of marketing plans make this a 'must have'
book that should be on the desk of any forward-thinking services
marketer." Mark Veyret, Global Business Development
Leader, PricewaterhouseCoopers

"Marketing planning is crucial today where increased
competition, complexity and the internet forces you to redefine
your marketing strategy and focus more clearly on what is required
to achieve improved results. If not, you will not succeed in
meeting these challenges. McDonald, Frow and Payne are
internationally recognized authorities in marketing planning and
services marketing. Based on their extensive experience across in
helping organizations from a wide range of service sectors, this
book gives you the practical 'how to' skills to
successfully implement strategic marketing plans." Bob
Barker, Vice President of Corporate Marketing and Digital
Engagement, Alterian