Marketing Plans for Service Businesses
Автор
Malcolm Mcdonald (Until Recently, Professor Of Marketing And Deputy Director Of Cranfield School Of
, Adrian Payne (Cranfield School Of Management, Uk)
Serves as a guide to the challenge of creating marketing plans that produce improved bottom-line results. This work highlights key misunderstandings about marketing and the nature of services and relationship marketing. It suggests the frameworks and techniques for undertaking the marketing planning process and implementing the principles covered.