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Marketing Plans for Services: A Complete Guide [Paperback]

Malcolm McDonald , Pennie Frow , Adrian Payne
4.5 out of 5 stars  See all reviews (10 customer reviews)
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Book Description

9 Aug 2011
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 practical advice. Their proven step–by–step marketing planning system for services and the examples of marketing plans make this a ‘must have’ book that should be on the desk of any forward–thinking services marketer.” Mark Veyret, Global Business Development Leader, PricewaterhouseCoopers “Marketing planning is crucial today where increased competition, complexity and the internet forces you to redefine your marketing strategy and focus more clearly on what is required to achieve improved results. If not, you will not succeed in meeting these challenges. McDonald, Frow and Payne are internationally recognized authorities in marketing planning and services marketing. Based on their extensive experience across in helping organizations from a wide range of service sectors, this book gives you the practical ‘how to’ skills to successfully implement strategic marketing plans.” Bob Barker, Vice President of Corporate Marketing and Digital Engagement, Alterian

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Marketing Plans for Services: A Complete Guide + Marketing Plans: How to Prepare Them, How to Use Them + Marketing Plans: A Complete Guide in Pictures
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Product details

  • Paperback: 512 pages
  • Publisher: John Wiley & Sons; 3rd Edition edition (9 Aug 2011)
  • Language: English
  • ISBN-10: 0470979097
  • ISBN-13: 978-0470979099
  • Product Dimensions: 24 x 19 x 3 cm
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (10 customer reviews)
  • Amazon Bestsellers Rank: 662,519 in Books (See Top 100 in Books)
  • See Complete Table of Contents

More About the Author

Professor Malcolm McDonald enjoys a global reputation as a leading authority on marketing. He was until recently Professor of Marketing and Deputy Director at Cranfield University School of Management, and is now an Emeritus Professor at the University as well as being an Honorary Professor at Warwick Business School. He has been consultant to many major companies from the United Kingdom, Europe, USA, Far East, South-East Asia, Australasia and Africa, in the areas of strategic marketing and marketing planning, market segmentation, key account management, international marketing and marketing accountability. Malcolm is also Chairman of six companies and works with the operating boards of some of the world's leading multinationals on all continents. He has written over 40 books including the best-selling Marketing Plans: How to prepare them, how to use them and Marketing Accountability.

Product Description

From the Inside Flap

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 Planning for Services is for marketers in the service sector and students of marketing.

From the Back Cover

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.

Inside This Book (Learn More)
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Front Cover | Copyright | Table of Contents | Excerpt | Index
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Customer Reviews

4.5 out of 5 stars
4.5 out of 5 stars
Most Helpful Customer Reviews
2 of 2 people found the following review helpful
By Jonathan Gifford VINE VOICE
Format:Paperback|Vine Customer Review of Free Product (What's this?)
The first thing that I should say about Marketing Plans for Services (which is probably entirely obvious to you already) is that it is a text book, not a general read. This is not a book that you will sit down and read in a few sittings (or even in a few weeks' worth of sittings). I turned to it as a potentially useful aid to lectures in marketing that I give to post-graduate communications students, and it has proved useful. It would make a very good text for anyone working in a service industry who wanted to learn about marketing: by the time you have finished the book, you will find that not only the essentials of marketing but also some interesting subtleties have been presented and discussed in a very accessible way.

I do not want to criticise the book in any serious way: my personal minor disappointment is that I imagined that it might be a book addressed to an audience who knew a bit about marketing but wanted to dig deeper into the interesting differences that might exist between marketing focussed on the promotion of services as opposed to marketing focussed on products. What the book in fact does (and there is no shame in this) is to offer a comprehensive text book for people who happen to work in service industries and who want to know everything about creating successful marketing plans.

The authors acknowledge early in the book that 'the distinction between services and manufactured products has become increasingly blurred, as many manufacturing companies have seen the opportunity to add services to their portfolios.' I would even suggest that selling products is in itself seen increasingly as offering a service to consumers: you don't just buy a vacuum cleaner, you buy a relationship.
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1 of 1 people found the following review helpful
3.0 out of 5 stars BOX STANDARD STRATEGIC ADVICE BUT PRACTICAL 20 Feb 2012
By Red9
Format:Paperback|Vine Customer Review of Free Product (What's this?)
Malcolm Mcdonald revisits some of his key strategies to freshen them up for the services sector, which is my summary really of this useful and detailed marketing text book aimed at the service sector.

This is the third edition of the book and is written in a pragmatic style that can easily be translated into action no matter what size business you are marketing in. The book follows the logical marketing plan process, breaking each part into:

- general introduction
- strategic thionking and options
- strategic models
- tactical planning
- measurement

This means all the key compenenets are here for you to either build your plan from scratch or dip in and work on a particular aspect of your marketing mix - either way you will find the book useful and if you follow the advice will ensure you are on the right lines. The book also of course tackles macro/micro and external/internal research including marketing intelligence systems, research and marketing orientation.

Tha authors have enormous credibility and have worked extensively with a wide range of service businesses across the globe and hence their proven step-by-step marketing planning system for services and the examples of marketing plans make this book a veru useful starting point for anyone involved in services marketing.
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1 of 1 people found the following review helpful
5.0 out of 5 stars Extremely comprehensive 6 Nov 2011
By Graham R. Hill VINE VOICE
Format:Paperback|Vine Customer Review of Free Product (What's this?)
Not only is this book thorough almost to a fault in its coverage of how to plan the marketing of services, much of its content can also be applied to marketing products as well. All the old favourites (Ansoff, the DPM, the Boston box and the rest) are there, but there is also much that was new to me.

If I have one very minor complaint it is that Professor McDonald appears in the cover photograph wearing a rather sober suit instead of one of his trademark stripey blazers.
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4 of 5 people found the following review helpful
5.0 out of 5 stars A Chunky Marketeer's Buddy! 26 Oct 2011
By Mrs. T. Newton TOP 1000 REVIEWER VINE VOICE
Format:Paperback|Vine Customer Review of Free Product (What's this?)
Marketing Plans for Services: A Complete Guide
By: Adrian Payne, Malcolm McDonald, Pennie Frow

Authors and experts in their field, Adrian Payne, Malcolm McDonald and Pennie Frow set out to teach how to create a competitive advantage through the use of marketing plans for service businesses and other service organisations. In this complete guide, they focus on how markting plans should be developed, the planning process, theory, techniques and research and how businesses can use a new approach with this unique step-by-step teaching system. Marketing plans are not a once-a-year issue and there is a difference between operational and strategic plans!

In each chapter they highlight the difference between the "process" of marketing planning and the "output" of this process with clear objectives and examples, which are both detailed and easy to understand. Also included are the inevitable glossary of terms, references and index you get with books of this size. And at 495 pages long it's a chunky marketeer's buddy with more expert advice than you can shake a stick at. I loved it.

There's no hiding the fact that marketing plans are a challenge, yet they are proven to increase your success rate and produce a higher ROI, whilst minimising the unexpected and conflicts, purely because one is forced to think ahead and work out exactly what is needed within a certain time frame and hence spot possible problems before they arise. Besides, any marketing plan you make is always going to give you a marked improvement over no plan at all, and with these authors' tried and tested methods at hand failiure is not an option!
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Most Recent Customer Reviews
5.0 out of 5 stars Very thorough treatment of the subject
This book is an excellent checklist for the experienced Marketing Manager covering in detail what should be in a marketing plan. Read more
Published 17 months ago by Doug
4.0 out of 5 stars Good, but a little traditional
If you need a marketing plan, this is a solid book. But services can develop and mature, and there is an opportunity for marketers to be much more "lean" and "agile" and therefore... Read more
Published on 27 Aug 2012 by Paul Robinson
5.0 out of 5 stars A Comprehensive Guide
As a business owner and consultant, I was looking forward to receiving this book. It is quite a hefty publication with 512 pages and 13 chapters. Read more
Published on 28 Dec 2011 by C. M. Cotton
5.0 out of 5 stars Detailed deep dive into marketing in the narrow sense
Marketing Plans for Services is an exhaustive deep dive into the whole process of planning marketing within service industries, using a narrow definition of marketing rather than... Read more
Published on 7 Dec 2011 by Martin Turner
5.0 out of 5 stars Professional and Academic
Since I'm building a business plan and preparing to start a brand new venture, I really need all the help I can get when it comes to the world of entrepreneurship. Read more
Published on 27 Nov 2011 by Picard
4.0 out of 5 stars a solid professional textbook
Professor Malcolm MacDonald made his reputation several decades ago by turning marketing into a simple to follow series of steps presented in a graphical & accessible form,... Read more
Published on 31 Oct 2011 by Angus Jenkinson
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