Marketing plans for services : a complete guide /

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...

Full description

Bibliographic Details

Main Authors:	McDonald, Malcolm (Author), Payne, Adrian (Author), Frow, Pennie (Author)
Format:	Electronic eBook
Language:	English
Published:	Chichester, West Sussex, UK ; Hoboken, NJ : John Wiley, 2011.
Subjects:	Service industries > Marketing. Service industries > Planning. dissertations. Academic theses.
Online Access:	Full text (MFA users only)
ISBN:	9781119207306 1119207304 9781119951865 1119951860 9780470979419 0470979410 9780470979440 0470979445 1283298902 9781283298902
Local Note:	ProQuest Ebook Central