Marketing planning for services
Auteur :
Payne, Adrian / McDonald, Malcolm
Éditeur :
Taylor & Francis Ltd
ISBN :
9780750630221
Date de publication :
17 juin 1996
Dimensions :
23,4 x 15,6 cm
Poids :
700 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
Provides an answer to the challenge of creating marketing plans that produce improved bottom-line results. This work highlights key misunderstandings about marketing and the nature of services and relationship marketing. It suggests frameworks and techniques for undertaking the marketing planning process and implementing the principles covered.