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Provides an answer 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 frameworks and techniques for undertaking the marketing planning process and implementing the principles covered.
TITLE: Marketing Planning for Services
AUTHOR: Adrian Payne
SKU: 9780750630221
PUBLISHER: Taylor & Francis Ltd
DATE PUBLISHED: 17/06/1996
PLACE PUBLISHED: United Kingdom
PAGES: 376
BINDING: Paperback / softback
LANGUAGE: English
DIMENSIONS: 159 mm x 235 mm
WEIGHT: 567 gr