Marketing plans for services a complete guide
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 ste...
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| Other Authors: | , |
| Format: | eBook |
| Language: | Inglés |
| Published: |
Chichester, U.K. :
Wiley
2011.
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| Edition: | 3rd ed |
| Subjects: | |
| See on Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009628323606719 |
Table of Contents:
- Marketing Plans for Services: A Complete Guide; Contents; Preface; The structure of this book and how to use it; List of Figures; 1: Marketing and services; 2: The nature of services marketing; 3: Marketing planning for services: the process; 4: Marketing planning for services: the problems; 5: Marketing planning Phase One: the strategic context; 6: Marketing planning Phase Two: the situation review (Part 1); 7: Marketing planning Phase Two: the situation review (Part 2); 8: Marketing planning Phase Three: marketing strategy formulation
- 9: Marketing planning Phase Four: resource allocation, monitoring and detailed planning (Part 1: the budget, the service product plan and the communications plan)10: Marketing planning Phase Four: resource allocation, monitoring and detailed planning (Part 2: price, place, people, processes and customer service); 11: Organizing for marketing planning; 12: Measuring the effectiveness of marketing plans for service businesses; 13: A step-by-step marketing planning system for service businesses; Examples of marketing plans; Glossary of marketing planning terms; References; Index
