Marketing planning for services /

McDonald, M.

Marketing planning for services / Malcolm McDonald and Adrian Payne. - Oxford : Butterworth-Heinemann, 1996. - x, 364 p. : ill. ; 25 cm.

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.

0750630221 (pbk)

9780750630221


Service industries--Marketing--Planning.

HD9980.5 / .M388
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