000			01198nam a2200181Ia 4500
999			_c1424 _d1424
020			_a0750630221 (pbk)
022			_a9780750630221
050			_aHD9980.5 _b.M388
100	1		_aMcDonald, M.
245	1	0	_aMarketing planning for services / _cMalcolm McDonald and Adrian Payne.
260			_aOxford : _bButterworth-Heinemann, _c1996.
300			_ax, 364 p. : _bill. ; _c25 cm.
500			_aPublished on behalf of the Chartered Institute of Marketing.
505			_aPreface -- 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.
650		0	_aService industries _xMarketing _xPlanning.
700	1		_aPayne, Adrian.
942			_cBK