Marketing plans for services: a complete guide
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Chichester, West Sussex, UK
John Wiley
2011
|
| Ausgabe: | Third edition |
| Schlagworte: | |
| Online-Zugang: | FRO01 UBG01 Volltext |
| Beschreibung: | Includes bibliographical references and index Marketing 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 |
| Beschreibung: | 1 Online-Ressource (xv, 495 pages) |
| ISBN: | 9781119207306 1119207304 9781119951865 1119951860 9780470979419 0470979410 9780470979440 0470979445 1283298902 9781283298902 9780470979099 0470979097 |
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| 500 | |a Marketing 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. | ||
| 500 | |a 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. | ||
| 500 | |a 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. | ||
| 500 | |a 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 | ||
| 650 | 4 | |a Marketing | |
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Datensatz im Suchindex
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| author | McDonald, Malcolm 1938- |
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| 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 | Third edition |
| format | Electronic eBook |
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| spelling | McDonald, Malcolm 1938- Verfasser (DE-588)118107585 aut Marketing plans for services a complete guide Malcolm McDonald, Pennie Frow and Adrian Payne Third edition Chichester, West Sussex, UK John Wiley 2011 1 Online-Ressource (xv, 495 pages) txt rdacontent c rdamedia cr rdacarrier Includes bibliographical references and index Marketing 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 Marketing Service industries / Marketing Service industries / Planning BUSINESS & ECONOMICS / Green Business bisacsh Service industries / Marketing fast Service industries / Planning fast Wirtschaft Dienstleistungsbetrieb (DE-588)4012181-1 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Dienstleistungsbetrieb (DE-588)4012181-1 s Marketing (DE-588)4037589-4 s 1\p DE-604 Payne, Adrian Sonstige (DE-588)170783405 oth Frow, Pennie Sonstige (DE-588)1071735365 oth https://onlinelibrary.wiley.com/doi/book/10.1002/9781119207306 Verlag URL des Erstveröffentlichers Volltext 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | McDonald, Malcolm 1938- Marketing plans for services a complete guide Marketing Service industries / Marketing Service industries / Planning BUSINESS & ECONOMICS / Green Business bisacsh Service industries / Marketing fast Service industries / Planning fast Wirtschaft 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 | Marketing Service industries / Marketing Service industries / Planning BUSINESS & ECONOMICS / Green Business bisacsh Service industries / Marketing fast Service industries / Planning fast Wirtschaft Dienstleistungsbetrieb (DE-588)4012181-1 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Marketing Service industries / Marketing Service industries / Planning BUSINESS & ECONOMICS / Green Business Wirtschaft Dienstleistungsbetrieb |
| url | https://onlinelibrary.wiley.com/doi/book/10.1002/9781119207306 |
| work_keys_str_mv | AT mcdonaldmalcolm marketingplansforservicesacompleteguide AT payneadrian marketingplansforservicesacompleteguide AT frowpennie marketingplansforservicesacompleteguide |