Marketing Planning for Services

Marketing Planning for Services is the answer to the challenge of creating marketing plans that produce significantly improved bottom-line results. It is written in a pragmatic, action-oriented 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. Frameworks and techniques are suggested for undertaking the marketing planning process and implementing the principles covered.

Key organizational aspects relating to marketing planning are tackled which, though they are not directly part of the marketing planning process itself, have a profound impact on its ultimate effectiveness:

• market intelligence systems
• market research
• organization development stages
• marketing orientation

Marketing Planning for Services is for marketers in the service sector and students of services marketing.

1. Marketing and services
2. Marketing planning for services — the process and the problems
3. Marketing planning Phase One — the strategic context
4. Marketing planning Phase Two — the situation review
5. Marketing planning Phase Three — marketing strategy formulation
6. Marketing planning Phase Four — resource allocation, monitoring and detailed planning
7. Organizing for marketing planning
8. A step-by-step marketing planning system for services

In my opinion, a pretty good book about planned marketing of services.