Marketing Plans for Services: A Complete Guide, Third Edition

Contents

Preface

The structure of this book and how to use it

List of Figures

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

Classification of services

The strategic value of services in manufacturing

The marketing mix

A brief history of marketing in the service industry

Customer retention and profitability

Integrated relationship marketing and CRM

Chapter 3: Marketing planning for services: the process

What is marketing planning?

Other approaches to marketing planning

The marketing planning process

Chapter 4: Marketing planning for services: the problems

Marketing planning and services

What gets in the way of marketing planning?

Chapter 5: Marketing planning Phase One: the strategic context

Step 1 Mission

Step 2 Corporate objectives

Chapter 6: Marketing planning Phase Two: the situation review (Part 1)

Step 3 The marketing audit

Sub-audit 1 Customers and markets

Case examples of market segmentation in the services sector

Chapter 7: Marketing planning Phase Two: the situation review (Part 2)

Sub-audit 2 Competitive position

Sub-audit 3 The environmental audit

Sub-audit 4 Auditing the services and products

Sub-audit ...