Marketing plans for services : a complete guide /

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 ste...

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Bibliographic Details

Main Authors:	McDonald, Malcolm (Author), Payne, Adrian (Author), Frow, Pennie (Author)
Format:	eBook
Language:	English
Published:	Chichester, West Sussex, UK ; Hoboken, NJ : John Wiley, 2011.
Edition:	Third edition.
Subjects:	Service industries > Marketing. Service industries > Planning.
Online Access:	Connect to the full text of this electronic book