The structure of this book and how to use it
This book consists of 13 chapters, some examples of marketing plans and a glossary of terms used in marketing planning.
Chapter 1 provides a broad view of marketing as it relates to services. It describes the marketing concept and some misunderstandings about marketing.
Chapter 2 considers the nature of services and relationship marketing.
Chapter 3 provides an overview of the four key phases of the marketing planning process.
Chapter 4 looks at the barriers that can prevent a service organization being successful in introducing marketing planning.
Chapters 5 to 10 provide a detailed examination of each of the four phases in the marketing planning process and an explanation of the frameworks and techniques which are useful in undertaking these tasks.
Chapter 11 examines some of the key organizational aspects relating to marketing planning. These issues, although not directly part of the marketing planning process itself, have an important and profound impact on its ultimate effectiveness. Here we discuss the role of marketing intelligence systems; market research; to what extent the introduction of marketing planning is appropriate at the different stages of development of an organization; and finally, the issue of how a service organization can develop or improve its marketing orientation.
Chapter 12 examines the growing importance of measuring financially the effectiveness of marketing expenditure.
Chapter 13 provides structures for ...