Service Marketing Planning

Author: Michael McDonald
Publisher:
Publish Date: 2001-10-01
Features: The two authors of this book are professors at some of Europe's most prestigious business schools, and they also maintain cooperative relationships with many world-class service-oriented enterprises. This book is the latest in the series of specialized books on marketing planning, primarily exploring the increasingly important issue of marketing planning in the service industry. As the marketing planning methods proposed in this book have already been widely applied in many service-oriented enterprises around the world, it will help you significantly improve your company's operational performance. The book is divided into ten chapters:
Chapter 1 provides a brief introduction to marketing issues related to the service industry, introducing the concept of marketing, and analyzing some common misconceptions about the essence of marketing, service, and relationship marketing.
Chapter 2 briefly introduces the four stages of the marketing planning process and some barriers that hinder the successful implementation of marketing plans in service-oriented enterprises.
Chapters 3 to 6 provide a detailed introduction to the four stages of the marketing planning process and introduce models and techniques that can be applied during the marketing planning process.
Chapter 7 discusses some organizational factors related to marketing planning.
Chapter 8 introduces the structure of the three-year strategic marketing plan, the structure of the annual tactical marketing plan, and the structure of the corporate marketing plan, which is integrated from the strategic marketing plans of strategic business units (SBUs).
Chapter 9 uses marketing planning cases to illustrate that strategic marketing plans have specific manifestations in different types of service-oriented enterprises.
Chapter 10 is a glossary of specialized terms for marketing planning.