عنوان
پدید آورنده
موضوع
رده
HD9980.5 .M33 2006
HD9980
.
5
.
M33
2006
کتابخانه
محل استقرار
075066746X
9780750667463
b741313
Marketing plans for service businesses :
[Book]
a complete guide /
Malcolm McDonald and Adrian Payne.
2nd ed.
Burlington, MA :
Butterworth-Heinemann,
2006.
xiv, 401 pages :
illustrations ;
25 cm
Includes index.
Previous edition: published as Marketing planning for services. 1996.
Includes bibliographical references (pages 387-391) and index.
"Marketing Plans for Service Businesses is based on the successful Marketing Planning for Services, which has been completely overhauled, updated and revised to give a new and authoritative guide to the challenge of creating marketing plans that produce significantly improved bottom-line results. It is written in a pragmatic, action-orientated style and each chapter has examples of marketing planning in practice. The authors highlight key misunderstandings about marketing and the nature of services and relationship marketing." "With revised cases and new content covering gap analysis, market mapping, CRM and integrated marketing communications it will be an essential guide for professional marketers in the service sector as well as upper level students."--Jacket.
Marketing planning for services
Marketing-- Planning.
Service industries-- Marketing-- Planning.
Marketing-- Planning.
338.4
658.8
658
.
802
22
HD9980
.
5
.
M33
2006
McDonald, Malcolm.
McDonald, Malcolm.
Payne, Adrian.
20201204021351.0
مطالعه متن کتاب [Book]
Y
