Marketing plans for services: a complete guide

ÍNDICE: 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: TheProblems. 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 ProductPlan 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. Index.

• ISBN: 978-0-470-97909-9
• Editorial: John Wiley & Sons
• Encuadernacion: Rústica
• Páginas: 480
• Fecha Publicación: 02/09/2011
• Nº Volúmenes: 1
• Idioma: Inglés