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Sinopse
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 organisation 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 organisational aspects relating to marketing planning which can have a profound impact on its ultimate effectiveness. These include: marketing intelligence systems; market research; organisation development stages; marketing orientation. Marketing Planning for Services is for marketers in the service sector and students of marketing.
With revised cases and new content covering gap analysis, market mapping, CRM and integrated marketing communications it will be an essential guide for professional marketers in the service sector a well as upper level students.
Ficha técnica
Especificações
ISBN | 9780750667463 |
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Pré venda | Não |
Peso | 357g |
Autor para link | MCDONALD MALCOLM,PAYNE ADRIAN |
Livro disponível - pronta entrega | Não |
Dimensões | 23 x 16 x 1 |
Tipo item | LIVRO IMPORTADO ADQ MERC INTERNO |
Número de páginas | 320 |
Número da edição | 2ª EDIÇÃO - 2005 |
Código Interno | 529598 |
Código de barras | 9780750667463 |
Acabamento | PAPERBACK |
Autor | MCDONALD, MALCOLM | PAYNE, ADRIAN |
Editora | BUTTERWORTH-HEINEMANN ** |
Sob encomenda | Sim |