Marketing plans for services: a complete guide
Saved in:
| Main Authors: | , , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Chichester
Wiley
2011
|
| Edition: | 3. ed. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Item Description: | 2. Aufl. u.d.T.: McDonald, Malcolm: Marketing plans for service businesses Includes bibliographical references and index |
| Physical Description: | XV, 495 S. graph. Darst. |
| ISBN: | 9780470979099 |
Staff View
MARC
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| 500 | |a 2. Aufl. u.d.T.: McDonald, Malcolm: Marketing plans for service businesses | ||
| 500 | |a Includes bibliographical references and index | ||
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| 650 | 4 | |a Service industries |x Planning | |
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Record in the Search Index
| DE-BY-862_location | 2000 |
|---|---|
| DE-BY-FWS_call_number | 2000/QQ 250 M478(3) |
| DE-BY-FWS_katkey | 415454 |
| DE-BY-FWS_media_number | 083000504266 |
| _version_ | 1824553829459296257 |
| adam_text | Titel: Marketing plans for services
Autor: McDonald, Malcolm
Jahr: 2011
Contents
Preface vii
The structure of this book and how to use it ix
List of figures xi
1 Marketing and services 1
2 The nature of services marketing 23
3 Marketing planning for services: the process 49
4 Marketing planning for services: the problems 63
5 Marketing planning Phase One: the strategic context 79
6 Marketing planning Phase Two: the situation review
(Part 1) 107
7 Marketing planning Phase Two: the situation review
(Part 2) 141
8 Marketing planning Phase Three: marketing strategy
formulation 183
9 Marketing planning Phase Four: resource allocation,
monitoring and detailed planning (Part 1: the budget,
the service product plan and the communications plan) 213
10 Marketing planning Phase Four: resource allocation,
monitoring and detailed planning (Part 2: price, place,
people, processes and customer service) 267
11 Organizing for marketing planning 307
12 Measuring the effectiveness of marketing plans for
service businesses 347
13 A step-by-step marketing planning system for service
businesses 373
Examples of marketing plans 411
Glossary of marketing planning terms 469
References 477
Index 485
|
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| callnumber-subject | HD - Industries, Land Use, Labor |
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| ctrlnum | (OCoLC)750948300 (DE-599)BVBBV039546763 |
| dewey-full | 658.8/02 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/02 |
| dewey-search | 658.8/02 |
| dewey-sort | 3658.8 12 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 3. ed. |
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| id | DE-604.BV039546763 |
| illustrated | Illustrated |
| indexdate | 2025-02-20T06:42:05Z |
| institution | BVB |
| isbn | 9780470979099 |
| language | English |
| lccn | 2011017544 |
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| oclc_num | 750948300 |
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| physical | XV, 495 S. graph. Darst. |
| publishDate | 2011 |
| publishDateSearch | 2011 |
| publishDateSort | 2011 |
| publisher | Wiley |
| record_format | marc |
| spellingShingle | McDonald, Malcolm 1938- Frow, Pennie Payne, Adrian Marketing plans for services a complete guide Service industries Marketing Service industries Planning Dienstleistungsbetrieb (DE-588)4012181-1 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4012181-1 (DE-588)4037589-4 |
| title | Marketing plans for services a complete guide |
| title_auth | Marketing plans for services a complete guide |
| title_exact_search | Marketing plans for services a complete guide |
| title_full | Marketing plans for services a complete guide Malcolm McDonald, Pennie Frow and Adrian Payne |
| title_fullStr | Marketing plans for services a complete guide Malcolm McDonald, Pennie Frow and Adrian Payne |
| title_full_unstemmed | Marketing plans for services a complete guide Malcolm McDonald, Pennie Frow and Adrian Payne |
| title_short | Marketing plans for services |
| title_sort | marketing plans for services a complete guide |
| title_sub | a complete guide |
| topic | Service industries Marketing Service industries Planning Dienstleistungsbetrieb (DE-588)4012181-1 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Service industries Marketing Service industries Planning Dienstleistungsbetrieb Marketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=024398722&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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Indexes
THWS Schweinfurt Zentralbibliothek Lesesaal
| Call Number: |
2000 QQ 250 M478(3) |
|---|---|
| Copy 1 | ausleihbar Available Place a Hold |