Summary
A pragmatic guide to creating marketing plans for service firms, providing examples of all the aspects described. Walks through the process step by step, pointing out potential barriers and explaining the frameworks and techniques of each key phase. Also identifies organizational aspects that are not necessarily part of the plan but highly affect its implementation and success. Annotation c. by Book News, Inc., Portland, Or.
Summary
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.
