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Marketing plans for services a complete guide / Malcolm McDonald, Pennie Frow and Adrian Payne.
| Author/creator | McDonald, Malcolm |
| Other author | Payne, Adrian. |
| Other author | Frow, Pennie. |
| Format | Electronic |
| Edition | 3rd ed. |
| Publication Info | Chichester, West Sussex, UK ; Hoboken, NJ : John Wiley, |
| Description | xv, 495 p. : ill. ; 25 cm. |
| Supplemental Content | Full text available from Ebook Central - Academic Complete |
| Subjects |
| Contents | Machine generated contents note: 1.Marketing and services -- 2.The nature of services marketing -- 3.Marketing planning for services: the process -- 4.Marketing planning for services: the problems -- 5.Marketing planning Phase One: the strategic context -- 6.Marketing planning Phase Two: the situation review (Part 1) -- 7.Marketing planning Phase Two: the situation review (Part 2) -- 8.Marketing planning Phase Three: marketing strategy formulation -- 9.Marketing planning Phase Four: resource allocation, monitoring and detailed planning (Part 1: the budget, the service product plan and the communications plan) -- 10.Marketing planning Phase Four: resource allocation, monitoring and detailed planning (Part 2: price, place, people, processes and customer service) -- 11.Organizing for marketing planning -- 12.Measuring the effectiveness of marketing plans for service businesses -- 13.A step-by-step marketing planning system for service businesses. |
| Bibliography note | Includes bibliographical references and index. |
| Access restriction | Available only to authorized users. |
| Technical details | Mode of access: World Wide Web |
| Genre/form | Electronic books. |
| LCCN | 2011017544 |
| ISBN | 9780470979099 (pbk. : alk. paper) |
| ISBN | 0470979097 (pbk. : alk. paper) |
Availability
| Library | Location | Call Number | Status | Item Actions |
|---|---|---|---|---|
| Electronic Resources | Access Content Online | ✔ Available |