Marketing Planning for Services

Marketing Planning for Services

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Marketing Planning for Services is the answer to the challenge of creating marketing plans that produce significantly improved bottom-line results. It 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 organisation 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 organisational aspects relating to marketing planning which can have a profound impact on its ultimate effectiveness. These include: marketing intelligence systems; market research; organisation development stages; marketing orientation. Marketing Planning for Services is for marketers in the service sector and students of marketing.... regarded as commodities; however, the service elements of user training and troubleshooting are largely intangible. ... For example, in the highly competitive photocopier business, service has become a major factor in the buying decision.

Title:Marketing Planning for Services
Author:Adrian Payne, Malcolm McDonald
Publisher:Routledge - 2012-11-12


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