TY  - BOOK
AU  - McDonald,M.
AU  - Payne,Adrian
TI  - Marketing planning for services
SN  - 0750630221 (pbk)
SN  - 978075063
AV  - HD9980.5 .M388
PY  - 1996///
CY  - Oxford
PB  - Butterworth-Heinemann
KW  - Service industries
KW  - Marketing
KW  - Planning
N1  - 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
ER  -