Marketing Plans for Service Businesses
A Complete Guide 2nd Revised edition
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Marketing Plans for Service Businesses by Malcolm McDonald
Book Description"Marketing Plans for Service Businesses" is based on the successful "Marketing Planning for Services", which has been completely overhauled, updated and revised to give a new and authoritative guide to the challenge of creating marketing plans that produce significantly improved bottom-line results. It 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 organisation 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 organisational aspects relating to marketing planning which can have a profound impact on its ultimate effectiveness. These include: marketing intelligence systems; market research; organisation development stages; marketing orientation. "Marketing Planning for Services" is for marketers in the service sector and students of marketing. With revised cases and new content covering gap analysis, market mapping, CRM and integrated marketing communications, it will be an essential guide for professional marketers in the service sector a well as upper level students. It is based on a successful and highly regarded first original title aimed at the steadily expanding needs of service businesses. It is massively revised and updated with new perspectives and cases. It is written by one of the best known and acclaimed author teams in the sector who can give effective advice on understanding and then creating practical marketing plans for service businesses.
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Book DetailsISBN: 9780750667463
(246mm x 189mm x 23mm)
Imprint: Butterworth-Heinemann Ltd
Publisher: Elsevier Science & Technology
Publish Date: 13-Sep-2005
Country of Publication: United Kingdom
Books By Author Malcolm McDonald
Malcolm McDonald on Marketing Planning, Paperback (November 2016)
Provides clear and concise guidance to the benefits of rigorous marketing planning, and shows how to produce a marketing plan which works in the real world.
Marketing Value Metrics, Paperback (October 2014)
Introduces and guides readers through a metrics model that shows how marketing systematically contributes to shareholder value and also provides a metrics-based framework for developing and implementing marketing strategies that are measurable and accountable.
MBA Marketing, Paperback (December 2013)» View all books by Malcolm McDonald
This book covers all of the core topics in marketing and is written and designed specifically for the needs of MBA students. Assuming no prior knowledge, this text covers the basics before quickly moving on to explore more advanced issues and concepts. It is strongly grounded in theory and linked to best practice, and is the ideal MBA course text.
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Author Biography - Malcolm McDonald
MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA, until recently was Professor of Marketing and Deputy Director Cranfield School of Management, with special responsibility for E-business. Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has an Honorary Doctorate from Bradford University. Malcolm has extensive industrial experience, including a number of years as Marketing Director of Canada Dry. Dr Adrian Payne is Professor of Services & Relationship Marketing and Director of the Centre for CRM at Cranfield School of Management, UK. He is an author of ten books on Relationship Marketing, CRM and Marketing Strategy. He undertakes research, gives keynote presentations, runs workshops and consults globally in CRM, relationship marketing and customer retention strategies.
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