Marketing Plans for Services

Marketing Plans for Services

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qThe 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 authors highlight key misunderstandings about marketing and the nature of services and relationship marketing. q--Publisher.aquot;Marketing Plans for Services, Third Editionaquot; is based on the successful aquot;Marketing Planning for Service Businesses, aquot; which has been completely overhauled, updated and revised to give a new and authoritative guide to the challenge of ...

Title:Marketing Plans for Services
Author:Malcolm McDonald, Adrian Payne, Pennie Frow
Publisher:John Wiley & Sons - 2011-09-26


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