3rd Edition
by Malcolm McDonald (Author), Pennie Frow (Author), Adrian Payne (Author)
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 step-by-step through the key phases of the marketing
planning process and alerted to the barriers that can prevent a service
organization 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 organizational aspects relating
to marketing planning which can have a profound impact on its ultimate
effectiveness. These include: marketing intelligence systems; market
research; organization development stages; marketing orientation.
Marketing Plans for Services is for marketers in the service sector and students of marketing.
“Marketing
Plans for Services is clearly the premier text in the field. From an
explanation of ‘why’ services are driving all marketing activities to
‘measuring the results’, and all things in between, this new and updated
text explains why and how ‘services’ are the key elements for most all
21st century organizations. Follow the masters of service marketing to
marketplace success.” Professor Don Schultz, Northwestern University
“McDonald,
Frow and Payne have worked extensively with a wide range of service
businesses across the globe in successfully realising their growth
opportunities. This experience shows in this practical text which
contains all one needs to know in developing and implementing successful
marketing plans for service organizations. This book represents a
tested roadmap for planning services marketing success and combines an
excellent balance of key concepts, frameworks and tools with practical
advice. Their proven step-by-step marketing planning system for services
and the examples of marketing plans make this a ‘must have’ book that
should be on the desk of any forward-thinking services marketer.” Mark Veyret, Global Business Development Leader, PricewaterhouseCoopers
“Marketing
planning is crucial today where increased competition, complexity and
the internet forces you to redefine your marketing strategy and focus
more clearly on what is required to achieve improved results. If not,
you will not succeed in meeting these challenges. McDonald, Frow and
Payne are internationally recognized authorities in marketing planning
and services marketing. Based on their extensive experience across in
helping organizations from a wide range of service sectors, this book
gives you the practical ‘how to’ skills to successfully implement
strategic marketing plans.” Bob Barker, Vice President of Corporate Marketing and Digital Engagement, Alterian
