This text offers advice on creating successful marketing plans, with each chapter having examples of marketing planning in practice. The book highlights key misunderstandings about marketing and the nature of services and relationship marketing. The marketer is taken step-by-step through the stages of the marketing planning process and alerted to the barriers that can prevent a service organization being successful in introducing marketing planning. Frameworks and techniques are suggested for undertaking the marketing planning process and implementing the principles covered. Marketing intelligence systems, market research, organization development stages and marketing orientation are covered. (view table of contents)

Product Description: A unique marketing book, from one of the most widely read and high profile marketing authors. Marketing planning still remains one of the great, unconquered challenges for businesses everywhere. There is a growing body of evidence to show that the difference between efficiency and effectiveness (or, in planning terms, between tactics and strategy) is becoming more important...read more

Product Description: Hardbound. Marketing is continually having to adopt new approaches and techniques to respond to a changing business environment that is characterised by increasing consumer sophistication, deregulation, time-based competition, and lack of market growth...read more

Product Description: This title puts the reader through a thorough marketing test with exercises, quizzes, questionnaires, checklists, problem-solving techniques and matrices. The applications of the exercises will test the reader's organization's marketing proficiency...read more

Product Description: Malcolm McDonald is internationally renowned for his writing, lecturing and consulting on marketing planning. In this practical book he distils the essence of this vital subject for the busy marketing manager. Packed with relevant examples the book covers all the key concepts and analytical techniques...read more

Product Description: An examination of the whole sales process which aims to help the reader understand it more fully. Accompanying exercises and case studies are designed to enable the reader to develop the skills necessary for successful selling. The work is directed at students of business management and marketing who are interested in organizations that market services rather than goods and practitioners in all service industries who are responsible for marketing...read more