rdf-syntax-grammar
mods:
  schema location: http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
  title info:
    title: Marketing plans for services
    sub title: a complete guide
  name:
    name part: McDonald, Malcolm
    role:
      role term: creator
    role:
      role term: author.
  name:
    name part: Payne, Adrian
    role:
      role term: author.
  name:
    name part: Frow, Pennie
    role:
      role term: author.
  type of resource: text
  genre: bibliography
  origin info:
    place:
      place term: enk
    place:
      place term: Chichester, West Sussex, UK
    place:
      place term: Hoboken, NJ
    publisher: John Wiley
    date issued: 2011
    edition: Third edition.
    issuance: monographic
  language:
    language term: eng
  physical description:
    form: remote
    extent: 1 online resource (xv, 495 pages) : illustrations
  abstract: 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…
  table of contents: Marketing and services -- The nature of services marketing -- Marketing planning for services: the process -- Marketing planning for services: the problems -- Marketing planning Phase One: the strategic context -- Marketing planning Phase Two: the situation review (Part 1) -- Marketing planning Phase Two: the situation review (Part 2) -- Marketing planning Phase Three: marketing strategy formulation -- Marketing planning Phase Four: resource allocation, monitoring and detailed planning (Part 1: the budget, the service product plan and the communications plan) -- Chapter -- Organizing for marketing planning -- Measuring the effectiveness of marketing plans for service businesses -- A step-by-step marketing planning system for service businesses -- Examples of marketing plans -- Glossary of marketing planning terms.
  note: Malcolm McDonald, Pennie Frow and Adrian Payne.
  note: Includes bibliographical references and index.
  subject:
    topic: Service industries
    topic: Marketing
  subject:
    topic: Service industries
    topic: Planning
  classification: HD9980.5 .M388 2011eb
  classification: 658.8/02
  related item:
    title info:
      title: Marketing plans for services
    name:
      name part: McDonald, Malcolm.
    origin info:
      publisher: Chichester, West Sussex, UK ; Hoboken, NJ : John Wiley, 2011
      edition: 3rd ed.
    identifier: (DLC) 2011017544
  identifier: 9781119207306
  identifier: 1119207304
  identifier: 9781119951865
  identifier: 1119951860
  identifier: 9780470979419
  identifier: 0470979410
  identifier: 9780470979440
  identifier: 0470979445
  identifier: 1283298902
  identifier: 9781283298902
  identifier: 9780470979099
  identifier: 0470979097
  identifier: CL0500000128 Safari Books Online
  identifier: D4ECDA3F-E065-4766-8076-F6E3954C3AA2 OverDrive, Inc.
  identifier: http://proxy.library.tamu.edu/login
  record info:
    record content source: NhCcYBP
    record creation date: 111024
    record change date: 20260215000645.4
    record identifier: in00005689998
    language of cataloging:
      language term: eng