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" Marketing plans for service businesses : "
Malcolm McDonald and Adrian Payne.
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BL
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| Record Number
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986943
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| Doc. No
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b741313
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| Uniform Title
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Marketing planning for services
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| Main Entry
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McDonald, Malcolm.
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| Title & Author
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Marketing plans for service businesses : : a complete guide /\ Malcolm McDonald and Adrian Payne.
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| Edition Statement
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2nd ed.
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| Publication Statement
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Oxford :Burlington, MA :: Butterworth-Heinemann,, 2006.
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| Page. NO
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xiv, 401 pages :: illustrations ;; 25 cm
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| ISBN
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075066746X
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: 9780750667463
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| Notes
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Includes index.
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Previous edition: published as Marketing planning for services. 1996.
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| Bibliographies/Indexes
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Includes bibliographical references (pages 387-391) and index.
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| Abstract
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"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." "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 as well as upper level students."--Jacket.
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| Subject
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Marketing-- Planning.
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| Subject
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Service industries-- Marketing-- Planning.
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| Subject
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Marketing-- Planning.
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| Dewey Classification
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658.802
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| LC Classification
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HD9980.5.M33 2006
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| Added Entry
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McDonald, Malcolm.
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Payne, Adrian.
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