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_bSafari Books Online
037 _aD4ECDA3F-E065-4766-8076-F6E3954C3AA2
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040 _aN$T
_beng
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049 _aMAIN
050 4 _aHD9980.5
_b.M388 2011eb
072 7 _aBUS
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072 7 _aKJS
_2bicssc
082 0 4 _a658.8/02
_223
100 1 _aMcDonald, Malcolm,
_eauthor.
245 1 0 _aMarketing plans for services : a complete guide /
_cMalcolm McDonald, Pennie Frow and Adrian Payne.
_h[electronic resource]
250 _aThird edition.
260 _aChichester, West Sussex, UK ;
_aHoboken, NJ :
_bJohn Wiley,
_c2011.
300 _a1 online resource (xv, 495 pages) :
_billustrations
336 _atext
_btxt
_2rdacontent
337 _acomputer
_bc
_2rdamedia
338 _aonline resource
_bcr
_2rdacarrier
504 _aIncludes bibliographical references and index.
505 0 _aMarketing and services -- The nature of services marketing -- Marketing planning for services: the process -- Marketing planning for services: the problems -- Marketing planning Phase One: the strategic context -- Marketing planning Phase Two: the situation review (Part 1) -- Marketing planning Phase Two: the situation review (Part 2) -- Marketing planning Phase Three: marketing strategy formulation -- Marketing planning Phase Four: resource allocation, monitoring and detailed planning (Part 1: the budget, the service product plan and the communications plan) -- Chapter -- Organizing for marketing planning -- Measuring the effectiveness of marketing plans for service businesses -- A step-by-step marketing planning system for service businesses -- Examples of marketing plans -- Glossary of marketing planning terms.
520 _aMarketing Plans for Services, Third Edition 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. The marketer is taken step-by-step through the key phases of the marketing planning process and alerted to the barriers that can prevent a service organization being successful in introducing marketing planning. Practical frameworks and techniques are suggested for undertaking the marketing planning process and implementing the principles covered. The world renowned authors also tackle key organizational aspects relating to marketing planning which can have a profound impact on its ultimate effectiveness. These include: marketing intelligence systems; market research; organization development stages; marketing orientation. Marketing Plans for Services is for marketers in the service sector and students of marketing. "Marketing Plans for Services is clearly the premier text in the field. From an explanation of 'why' services are driving all marketing activities to 'measuring the results', and all things in between, this new and updated text explains why and how 'services' are the key elements for most all 21st century organizations. Follow the masters of service marketing to marketplace success." Professor Don Schultz, Northwestern University "McDonald, Frow and Payne have worked extensively with a wide range of service businesses across the globe in successfully realising their growth opportunities. This experience shows in this practical text which contains all one needs to know in developing and implementing successful marketing plans for service organizations. This book represents a tested roadmap for planning services marketing success and combines an excellent balance of key concepts, frameworks and tools with practical advice. Their proven step-by-step marketing planning system for services and the examples of marketing plans make this a 'must have' book that should be on the desk of any forward-thinking services marketer." Mark Veyret, Global Business Development Leader, PricewaterhouseCoopers "Marketing planning is crucial today where increased competition, complexity and the internet forces you to redefine your marketing strategy and focus more clearly on what is required to achieve improved results. If not, you will not succeed in meeting these challenges. McDonald, Frow and Payne are internationally recognized authorities in marketing planning and services marketing. Based on their extensive experience across in helping organizations from a wide range of service sectors, this book gives you the practical 'how to' skills to successfully implement strategic marketing plans." Bob Barker, Vice President of Corporate Marketing and Digital Engagement, Alterian.
588 0 _aPrint version record.
650 0 _aService industries
_xMarketing.
650 0 _aService industries
_xPlanning.
650 4 _aMarketing.
650 4 _aService industries
_xMarketing.
650 4 _aService industries
_xPlanning.
650 7 _aBUSINESS & ECONOMICS
_xGreen Business.
_2bisacsh
650 7 _aService industries
_xMarketing.
_2fast
_0(OCoLC)fst01113447
650 7 _aService industries
_xPlanning.
_2fast
_0(OCoLC)fst01113453
655 4 _aElectronic books.
655 7 _aElectronic books.
_2local
700 1 _aPayne, Adrian,
_eauthor.
700 1 _aFrow, Pennie,
_eauthor.
776 0 8 _iPrint version:
_aMcDonald, Malcolm.
_tMarketing plans for services.
_b3rd ed.
_dChichester, West Sussex, UK ; Hoboken, NJ : John Wiley, 2011
_z9780470979099
_w(DLC) 2011017544
_w(OCoLC)719429290
856 4 0 _uhttp://onlinelibrary.wiley.com/book/10.1002/9781119207306
_zWiley Online Library
942 _2ddc
_cBK
999 _c205324
_d205324