Book description
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.
Table of contents
- Cover
- Title
- Copyright
- Contents
- Preface
- The structure of this book and how to use it
- List of Figures
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Chapter 1: Marketing and services
- The growing importance of the service sector
- Service businesses and marketing effectiveness
- The purpose of this book
- The marketing concept
- Misunderstandings about marketing
- A definition of marketing
- An overview of the new marketing process
- Define markets and understand value
- Determine Value Proposition
- Deliver value proposition
- Monitor value
- Chapter 2: The nature of services marketing
- Chapter 3: Marketing planning for services: the process
- Chapter 4: Marketing planning for services: the problems
- Chapter 5: Marketing planning Phase One: the strategic context
- Chapter 6: Marketing planning Phase Two: the situation review (Part 1)
- Chapter 7: Marketing planning Phase Two: the situation review (Part 2)
- Chapter 8: Marketing planning Phase Three: marketing strategy formulation
- Chapter 9: Marketing planning Phase Four: resource allocation, monitoring and detailed planning (Part 1: the budget, the service product plan and the communications plan)
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Chapter 10: Marketing planning Phase Four: resource allocation, monitoring and detailed planning (Part 2: price, place, people, processes and customer service)
- Mix element 3: The pricing plan
- Mix element 4: The place plan – getting the service to the customers
- Mix element 5: The people element of the marketing mix
- Mix element 6: The processes element of the marketing mix
- Mix element 7: The customer service element of the marketing mix
- The need for an overall marketing mix strategy
- Monitoring, control and review
- Chapter 11: Organizing for marketing planning
- Chapter 12: Measuring the effectiveness of marketing plans for service businesses
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Chapter 13: A step-by-step marketing planning system for service businesses
- Introduction
- Part 1 Marketing planning summary
- Part 2 A Marketing Planning System
- Section A Step-by-step approach to the preparation of a strategic marketing plan for a services strategic business unit (SBU)
- Section B The one-year marketing plan
- Section C Headquarters’ consolidation of several SBU strategic marketing plans
- Examples of marketing plans
- Glossary of marketing planning terms
- References
- Index
Product information
- Title: Marketing Plans for Services: A Complete Guide, Third Edition
- Author(s):
- Release date: October 2011
- Publisher(s): Wiley
- ISBN: 9780470979099
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