Marketing planning for services / Malcolm McDonald and Adrian Payne.
Material type:
TextPublication details: Oxford : Butterworth-Heinemann, 1996.Description: x, 364 p. : ill. ; 25 cmISBN: - 0750630221 (pbk)
- 9780750630221
- HD9980.5 .M388
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Methodist University Library Main General Stacks | Reference | HD9980.5 .M388 (Browse shelf(Opens below)) | Available | 12477 | |||||||||||||
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Books
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Methodist University Library Main General Stacks | Reference | HD9980.5 .M388 (Browse shelf(Opens below)) | Available | 16635 |
Published on behalf of the Chartered Institute of Marketing.
Preface --
The structure of the book and how to use it --
1. Marketing and services --
2. Marketing planning for services --
the process and the problems --
3. Marketing planning Phase One --
the strategic context --
4. Marketing planning Phase Two --
the situation review --
5. Marketing planning Phase Three --
marketing strategy formulation --
6. Marketing planning Phase Four --
resource allocation, monitoring and detailed planning --
7. Organizing for marketing planning --
8. A step-by-step marketing planning system for services --
Examples of marketing plans --
Glossary of marketing planning terms --
Index.
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