Marketing Plans for Services

Malcolm McDonald 지음

Wiley 2011년 07월 20일 출간

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Marketing Plans for Services, Third Edition is written in a pragmatic, action-orientated style and each chapter has examples of marketing planning in practice. The authors highlight key misunderstandings about marketing and the nature of services and relationship marketing.The marketer is taken step-by-step through the key phases of the marketing planning process and alerted to the barriers that can prevent a service organization being successful in introducing marketing planning. Practical frameworks and techniques are suggested for undertaking the marketing planning process and implementing the principles covered.The world renowned authors also tackle key organizational aspects relating to marketing planning which can have a profound impact on its ultimate effectiveness. These include: marketing intelligence systems; market research; organization development stages; marketing orientation.Marketing Plans for Services is for marketers in the service sector and students of marketing."Marketing Plans for Services is clearly the premier text in the field. From an explanation of -why- services are driving all marketing activities to -measuring the results-, and all things in between, this new and updated text explains why and how -services- are the key elements for most all 21st century organizations. Follow the masters of service marketing to marketplace success." Professor Don Schultz, Northwestern University"McDonald, Frow and Payne have worked extensively with a wide range of service businesses across the globe in successfully realising their growth opportunities. This experience shows in this practical text which contains all one needs to know in developing and implementing successful marketing plans for service organizations. This book represents a tested roadmap for planning services marketing success and combines an excellent balance of key concepts, frameworks and tools with practica

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Preface viiThe structure of this book and how to use it ixList of figures xi1 Marketing and services 12 The nature of services marketing 233 Marketing planning for services: the process 494 Marketing planning for services: the problems 635 Marketing planning Phase One: the strategic context 796 Marketing planning Phase Two: the situation review (Part 1) 1077 Marketing planning Phase Two: the situation review (Part 2) 1418 Marketing planning Phase Three: marketing strategy formulation 1839 Marketing planning Phase Four: resource allocation, monitoring and detailed planning (Part 1: the budget, the service product plan and the communications plan) 21310 Marketing planning Phase Four: resource allocation, monitoring and detailed planning (Part 2: price, place, people, processes and customer service) 26711 Organizing for marketing planning 30712 Measuring the effectiveness of marketing plans for service businesses 34713 A step-by-step marketing planning system for service businesses 373Examples of marketing plans 411Glossary of marketing planning terms 469References 477Index 485

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저자(글) Malcolm McDonald

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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 S