{"product_id":"marketing-plans-for-service-businesses-a-complete-guide-paperback-9780750667463","title":"Marketing Plans for Service Businesses; A Complete Guide (Paperback) 9780750667463","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eMarketing Plans for Service Businesses\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eA Complete Guide\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cem\u003eThe challenges of competition, deregulation and an increasingly well informed and demanding customer base has put marketing and good planning at the top of the agenda for service businesses- and this book is focused on helping them to do it well.\u003c\/em\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eMalcolm McDonald (Author), Adrian Payne (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9780750667463\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003ePaperback, published 13 September 2005\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e320 pages\u003cbr\u003e24.6 x 18.7 x 2.1 cm, 0.81 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003e\u003cb\u003eMarketing Plans for Service Businesses\u003c\/b\u003e is based on the successful \u003cb\u003eMarketing Planning for Services\u003c\/b\u003e, which has been completely overhauled, updated and revised to give a new and authoritative guide 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.\u003cbr\u003e\u003cbr\u003eThe 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.\u003cbr\u003e\u003cbr\u003eWith revised cases and new content covering gap analysis, market mapping, CRM and integrated marketing communications it will be an essential guide for professional marketers in the service sector a well as upper level students.\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eMarketing and services\u003cbr\u003e Marketing planning for services - the process and the problems\u003cbr\u003e Marketing planning phase one - the strategic context\u003cbr\u003e Marketing planning phase two - the situation review\u003cbr\u003e Marketing planning phase three - marketing strategy formulation\u003cbr\u003e Marketing planning phase four - resource allocation, monitoring and detailed planning\u003cbr\u003e Organising for marketing planning\u003cbr\u003e A step-by-step marketing planning system of services\u003cbr\u003e Examples of marketing plans\u003cbr\u003e Glossary of marketing planning terms\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Service industries [\u003ca title=\"See our other books on Service industries\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Service%20industries%20%5BKNS%5D%22\"\u003eKNS\u003c\/a\u003e], Sales \u0026amp; marketing [\u003ca title=\"See our other books on Sales \u0026amp; marketing\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Sales%20\u0026amp;%20marketing%20%5BKJS%5D%22\"\u003eKJS\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Freshly Printed Books","offers":[{"title":"Default Title","offer_id":46651554038040,"sku":"9780750667463","price":43.98,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/products\/9780750667463.jpg?v=1694113798","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/marketing-plans-for-service-businesses-a-complete-guide-paperback-9780750667463","provider":"Freshly Printed Books","version":"1.0","type":"link"}