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

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Index

3M

4 Cs model

4 Ps extended model

marketing mix

marketing strategies

value proposition

5 forces model, Porter

6 Is of e-marketing

individualization

industry restructuring

integration

intelligence

interactivity

location independence

7-Eleven stores

80/20 rule see Pareto’s law

a priori segmentation

Abratt, Russell

accountability

accounting value

addressability

advertising

attitude development

creating awareness

key steps

misunderstandings

objectives

roles

SDC

social media

airlines

British Airways

market mapping example

‘no frills’ companies

radar charts

Virgin

Alison, Hazlewood and Partners

background

changes in market

directional strategy

financial projections

footnotes

key business areas

market overview

marketing stance/objectives

mission statement

performance summary

product portfolio

SWOT analysis

three-year plan

Ambler, Tim

annuities case study

Ansoff matrix

gap analysis

marketing effectiveness

marketing objectives

Wilcox and Simmonds

appeal of product

Apple computers

asset bases of organizations

ATMs see automatic teller machines

audit see marketing audit

automatic teller machines (ATMs)

Avis car rental firm

Aviva

The BA Way

Bain & Company

banks

diversification

First Direct

product positioning

SWOT analyses

target audiences

barriers

marketing planning

organizational

Bayus, B.

Beinstock, Carol

benchmarking

Berry, L.L.

best practice

blueprinting service analysis

approaches

‘moments of truth’

steps to take

book market mapping

Boston Consulting Group

Boston matrix

bottom-up ...

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