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.
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