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 step-by-step through the key phases of the marketing planning process and alert...more
Paperback, 512 pages
Published September 26th 2011 by John Wiley & Sons
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Oct 28, 2011 Sassy Brit rated it 5 of 5 stars
Authors and experts in their field, Adrian Payne, Malcolm McDonald and Pennie Frow set out to teach how to create a competitive advantage through the use of marketing plans for service businesses and other service organisations. In this complete guide, they focus on how markting plans should be developed, the planning process, theory, techniques and research and how businesses can use a new approach with this unique step-by-step teaching system. Marketing plans are not a once-a-year issue and th...more