| Record ID | marc_nuls/NULS_PHC_180925.mrc:95577896:2535 |
| Source | marc_nuls |
| Download Link | /show-records/marc_nuls/NULS_PHC_180925.mrc:95577896:2535?format=raw |
LEADER: 02535cam 22004574a 4500
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008 050722s2006 ne a b 001 0 eng
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050 00 $aHD9980.5$b.M388 2006
100 1 $aMcDonald, Malcolm.
245 10 $aMarketing plans for service businesses :$ba complete guide /$cMalcolm McDonald and Adrian Payne.
250 $a2nd ed.
260 $aAmsterdam ;$aBoston :$bElsevier,$c2006.
300 $axiv, 401 p. ;$c25 cm.
500 $aRev. ed. of: Marketing planning for services. 1996.
504 $aIncludes bibliographical references and index.
505 0 $a1. 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. A step-by-step marketing planning system for services.
650 0 $aService industries$xMarketing.
650 0 $aService industries$xPlanning.
700 1 $aPayne, Adrian.
700 1 $aMcDonald, Malcolm.$tMarketing planning for services.
938 $aYBP Library Services$bYANK$n2223939
938 $aBaker and Taylor$bBTCP$nBK0006518921
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