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Marketing Plans for Services: A Complete Guide, Third Edition by Adrian Payne, Pennie Frow, Malcolm McDonald

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Examples of marketing plans

Introduction

The marketing plans produced here are intended solely to provide readers with a variety of ideas about the process and content of a strategic marketing plan. They are not intended to be perfect examples. Rather, they are real plans produced by real organizations struggling to produce their first serious effort to move from turgid long-range forecasts and budgets to something more sophisticated. The names and data, of course, have been changed to protect confidentiality.

We recommend that you read through all of them, as each one has its own merits (and faults). All, however, exemplify many of the processes and ideas contained in this book.

Contents

1. Alison, Hazlewood and Partners – Solicitors

2. Steadfast Design Corporation – Design and purchasing

3. Wilcox and Simmonds – Project management

4. Moritaki Computers (UK) Ltd – Computer consultancy.

Alison, Hazlewood and Partnersa

Introduction

Alison, Hazlewood and Partners are solicitors based in the Home Counties to the west of London. The firm was started by the original Mr Alison, who later took on Hazlewood as a partner. It was run as a family business until several decades ago, when the sons of the original partners retired. Thus, despite the name, there is no longer an Alison or a Hazlewood featured among the partners.

The firm is situated in an imposing listed building, just off the high street of a thriving town, and has experienced steady, if unspectacular, growth over the years. ...

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