search for books and compare prices
Tables of Contents for Marketing Planning for Services
Chapter/Section Title
Page #
Page Count
Preface
vii
The structure of the book and how to use it
ix
Marketing and services
1
29
Marketing planning for services - the process and the problems
30
25
Marketing planning Phase One - the strategic context
55
22
Marketing planning Phase Two - the situation review
77
41
Marketing planning Phase Three - marketing strategy formulation
118
22
Marketing planning Phase Four - resource allocation, monitoring and detailed planning
140
59
Organizing for marketing planning
199
34
A step-by-step marketing planning system for services
233
60
Examples of marketing plans
293
62
Glossary of marketing planning terms
355
6
Index
361