Marketing plans for services : a complete guide /

• Κύριοι συγγραφείς: McDonald, Malcolm (Συγγραφέας), Payne, Adrian (Συγγραφέας), Frow, Pennie (Συγγραφέας)
• Μορφή: Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: Chichester, West Sussex, UK ; Hoboken, NJ : John Wiley, 2011.
• Έκδοση: Third edition.
• Θέματα: Service industries > Marketing.; Service industries > Planning.; Marketing.; BUSINESS & ECONOMICS > Green Business.; Electronic books.

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 ste...