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

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List of Figures

1.1 Size of the service sector as % of GNP for different countries
1.2 Projected growth of employment in services in USA to 2050
1.3 Marketing effectiveness ratings for professional service firms
1.4 Marketing: a matching process
1.5 Overview of marketing map
1.6 Define markets and understand value
1.7 Determine value proposition
1.8 Deliver the service value proposition
1.9 Rethinking the sales process for service businesses
1.10 Monitor value
1.11 Summary of marketing map
2.1 Continuum of tangible–intangible possibilities
2.2 A continuum for each of the four service characteristics
2.3 Nature of service matrix
2.4 Style of relationship matrix
2.5 Customization and staff judgement matrix
2.6 Supply and demand matrix
2.7 Service delivery matrix
2.8 The marketing process
2.9 General development pattern of marketing approaches
2.10 Retaining customers pays off
2.11 Relationship marketing – a broadened view of markets
2.12 Relationship marketing network diagram for a major international airline
2.13 The ‘service product’ and the product surround
3.1 Strengths and weaknesses of alternative marketing planning models
3.2 Relationship between corporate objective and strategies
3.3 Ansoff matrix
4.1 Marketing planning requires top-down and bottom-up perspectives
4.2 Integration of corporate planning, strategic marketing planning and tactical marketing planning
4.3 What should appear in a services strategic marketing ...

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