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MarketingPlansforServices[服务营销计划大全指南，第3版]

作者: Adrian Payne （阿德里安·佩恩）著 , Malcolm McDonald （马尔科姆·麦当唐纳）著 , Pennie Frow （佩尼·弗洛）著

出版社: Wiley

出版时间: 2011-08

ISBN: 9780470979099

定价: 886.00

装帧: 平装

纸张: 胶版纸

页数: 512页

正文语种: 英语

分类: 外文古旧书>英文书>经济

Marketing Plans for Services, Third Edition is based on the successful Marketing Planning for Service Businesses, which has been completely overhauled, updated and revised to give a new and authoritative guide to the challenge of creating marketing plans that produce significantly improved bottom-line results.

With revised cases and new content covering gap analysis, market mapping, CRM and integrated marketing communications, including digital marketing and social media, it will be an essential guide for professional marketers in the service sector a well as upper level students. Malcolm McDonald, MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA, author of 43 books, until recently was Professor of Marketing and Deputy Director of Cranfield School of Management. Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has an Honorary Doctorate from Bradford University. Malcolm has extensive industrial experience, including a number of years as Marketing Director of Canada Dry. He is Emeritus Professor of Marketing at Cranfield and is a Visiting Professor at

Henley, Warwick, Aston and Bradford Business Schools.

Pennie Frow, PhD MBA BSc (Hons) Psych DipM FCIM, is Associate Professor of Marketing in the Discipline of Marketing at the University of Sydney. Previously she was a Senior Consultant in the Cranfield Marketing Planning Centre and a Visiting Fellow at Cranfield School of Management. Before joining Academia, she was Chief Marketing Officer of a major British charity and Managing Director of a US distribution company. Her publications have appeared in many academic publications including the Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Business Research, Industrial Marketing Management and the Journal of Marketing Management.

Adrian Payne, PhD MSc MEd FRMIT FCIM FHEA, is Professor of Marketing at the Australian School of Business at the University of New South Wales, Australia and Visiting Professor at Cranfield School of Management. Previously he was Professor of Services & Relationship Marketing and Director of the Centre for CRM at Cranfield. His industry experience includes positions as Chief Executive for a manufacturing company and senior appointments in strategic planning and marketing. His many books and articles include contributions in the Journal of Marketing, Journal of the Academy of Marketing Science and the Journal of Business Research. Preface

The structure of this book and how to use it

List of figures

1 Marketing and services

2 The nature of services marketing

3 Marketing planning for services: the process

4 Marketing planning for services: the problems

5 Marketing planning Phase One: the strategic context

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

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

8 Marketing planning Phase Three: marketing strategy formulation

9 Marketing planning Phase Four: resource allocation, monitoring and detailed planning (Part 1: the budget, the service product plan and the communications plan)

10 Marketing planning Phase Four: resource allocation, monitoring and detailed planning (Part 2: price, place, people, processes and customer service)

11 Organizing for marketing planning

12 Measuring the effectiveness of marketing plans for service businesses

13 A step-by-step marketing planning system for service businesses

Examples of marketing plans

Glossary of marketing planning terms

References

Index
内容简介:
Marketing Plans for Services, Third Edition is based on the successful Marketing Planning for Service Businesses, which has been completely overhauled, updated and revised to give a new and authoritative guide to the challenge of creating marketing plans that produce significantly improved bottom-line results.

With revised cases and new content covering gap analysis, market mapping, CRM and integrated marketing communications, including digital marketing and social media, it will be an essential guide for professional marketers in the service sector a well as upper level students.
作者简介:
Malcolm McDonald, MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA, author of 43 books, until recently was Professor of Marketing and Deputy Director of Cranfield School of Management. Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has an Honorary Doctorate from Bradford University. Malcolm has extensive industrial experience, including a number of years as Marketing Director of Canada Dry. He is Emeritus Professor of Marketing at Cranfield and is a Visiting Professor at

Henley, Warwick, Aston and Bradford Business Schools.

Pennie Frow, PhD MBA BSc (Hons) Psych DipM FCIM, is Associate Professor of Marketing in the Discipline of Marketing at the University of Sydney. Previously she was a Senior Consultant in the Cranfield Marketing Planning Centre and a Visiting Fellow at Cranfield School of Management. Before joining Academia, she was Chief Marketing Officer of a major British charity and Managing Director of a US distribution company. Her publications have appeared in many academic publications including the Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Business Research, Industrial Marketing Management and the Journal of Marketing Management.

Adrian Payne, PhD MSc MEd FRMIT FCIM FHEA, is Professor of Marketing at the Australian School of Business at the University of New South Wales, Australia and Visiting Professor at Cranfield School of Management. Previously he was Professor of Services & Relationship Marketing and Director of the Centre for CRM at Cranfield. His industry experience includes positions as Chief Executive for a manufacturing company and senior appointments in strategic planning and marketing. His many books and articles include contributions in the Journal of Marketing, Journal of the Academy of Marketing Science and the Journal of Business Research.
目录:
Preface

The structure of this book and how to use it

List of figures

1 Marketing and services

2 The nature of services marketing

3 Marketing planning for services: the process

4 Marketing planning for services: the problems

5 Marketing planning Phase One: the strategic context

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

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

8 Marketing planning Phase Three: marketing strategy formulation

9 Marketing planning Phase Four: resource allocation, monitoring and detailed planning (Part 1: the budget, the service product plan and the communications plan)

10 Marketing planning Phase Four: resource allocation, monitoring and detailed planning (Part 2: price, place, people, processes and customer service)

11 Organizing for marketing planning

12 Measuring the effectiveness of marketing plans for service businesses

13 A step-by-step marketing planning system for service businesses

Examples of marketing plans

Glossary of marketing planning terms

References

Index

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MarketingPlansforServices[服务营销计划大全指南，第3版]

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