Marketing Plans for Services

Marketing Plans for Services, Third Edition 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. The marketer is taken step-by-step through the key phases of the marketing planning process and alerted to the barriers that can prevent a service organization being successful in introducing marketing planning. Practical frameworks and techniques are suggested for undertaking the marketing planning process and implementing the principles covered. The world renowned authors also tackle key organizational aspects relating to marketing planning which can have a profound impact on its ultimate effectiveness. These include: marketing intelligence systems; market research; organization development stages; marketing orientation. Marketing Plans for Services is for marketers in the service sector and students of marketing. Marketing Plans for Services is clearly the premier text in the field. From an explanation of why services are driving all marketing activities to measuring the results , and all things in between, this new and updated text explains why and how services are the key elements for most all 21st century organizations. Follow the masters of service marketing to marketplace success. Professor Don Schultz, Northwestern University McDonald, Frow and Payne have worked extensively with a wide range of service businesses across the globe in successfully realising their growth opportunities. This experience shows in this practical text which contains all one needs to know in developing and implementing successful marketing plans for service organizations. This book represents a tested roadmap for planning services marketing success and combines an excellent balance of key concepts, frameworks and tools with practical advice. Their proven step-by-step marketing planning system for services and the examples of marketing plans make this a must have book that should be on the desk of any forward-thinking services marketer. Mark Veyret, Global Business Development Leader, PricewaterhouseCoopers Marketing planning is crucial today where increased competition, complexity and the internet forces you to redefine your marketing strategy and focus more clearly on what is required to achieve improved results. If not, you will not succeed in meeting these challenges. McDonald, Frow and Payne are internationally recognized authorities in marketing planning and services marketing. Based on their extensive experience across in helping organizations from a wide range of service sectors, this book gives you the practical how to skills to successfully implement strategic marketing plans. Bob Barker, Vice President of Corporate Marketing and Digital Engagement, Alterian

Marketing Plans for Services, Third Edition is written in apragmatic, action-orientated style and each chapter has examples ofmarketing planning in practice. The authors highlight keymisunderstandings about marketing and the nature of services andrelationship marketing.The marketer is taken step-by-step through the key phases of themarketing planning process and alerted to the barriers that canprevent a service organization being successful in introducingmarketing planning. Practical frameworks and techniques aresuggested for undertaking the marketing planning process andimplementing the principles covered.The world renowned authors also tackle key organizationalaspects relating to marketing planning which can have a profoundimpact on its ultimate effectiveness. These include: marketingintelligence systems; market research; organization developmentstages; marketing orientation.Marketing Plans for Services is for marketers in the servicesector and students of marketing."Marketing Plans for Services is clearly the premiertext in the field. From an explanation of 'why'services are driving all marketing activities to 'measuringthe results', and all things in between, this new and updatedtext explains why and how 'services' are the keyelements for most all 21st century organizations. Follow themasters of service marketing to marketplace success."Professor Don Schultz, Northwestern University"McDonald, Frow and Payne have worked extensively witha wide range of service businesses across the globe in successfullyrealising their growth opportunities. This experience shows in thispractical text which contains all one needs to know in developingand implementing successful marketing plans for serviceorganizations. This book represents a tested roadmap for planningservices marketing success and combines an excellent balance of keyconcepts, frameworks and tools with practical advice. Their provenstep-by-step marketing planning system for services and theexamples of marketing plans make this a 'must have'book that should be on the desk of any forward-thinking servicesmarketer." Mark Veyret, Global Business DevelopmentLeader, PricewaterhouseCoopers"Marketing planning is crucial today where increasedcompetition, complexity and the internet forces you to redefineyour marketing strategy and focus more clearly on what is requiredto achieve improved results. If not, you will not succeed inmeeting these challenges. McDonald, Frow and Payne areinternationally recognized authorities in marketing planning andservices marketing. Based on their extensive experience across inhelping organizations from a wide range of service sectors, thisbook gives you the practical 'how to' skills tosuccessfully implement strategic marketing plans." BobBarker, Vice President of Corporate Marketing and DigitalEngagement, Alterian

Preface viiThe structure of this book and how to use it ixList of figures xi1 Marketing and services 12 The nature of services marketing 233 Marketing planning for services: the process 494 Marketing planning for services: the problems 635 Marketing planning Phase One: the strategic context 796 Marketing planning Phase Two: the situation review (Part 1)1077 Marketing planning Phase Two: the situation review (Part 2)1418 Marketing planning Phase Three: marketing strategy formulation1839 Marketing planning Phase Four: resource allocation, monitoringand detailed planning (Part 1: the budget, the service product planand the communications plan) 21310 Marketing planning Phase Four: resource allocationmonitoring and detailed planning (Part 2: price, place, peopleprocesses and customer service) 26711 Organizing for marketing planning 30712 Measuring the effectiveness of marketing plans for servicebusinesses 34713 A step-by-step marketing planning system for servicebusinesses 373Examples of marketing plans 411Glossary of marketing planning terms 469References 477Index 485