Marketing Plans for Service Businesses is based on the successful Marketing Planning for Services, which has been completely overhauled, updated and revised to give a new and authoritative guide to the challenge of creating marketing plans that produce significantly improved bottom-line results. It 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 organisation 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 organisational aspects relating to marketing planning which can have a profound impact on its ultimate effectiveness. These include: marketing intelligence systems; market research; organisation development stages; marketing orientation. Marketing Planning for Services is for marketers in the service sector and students of marketing.With revised cases and new content covering gap analysis, market mapping, CRM and integrated marketing communications it will be an essential guide for professional marketers in the service sector a well as upper level students. * Based on a successful and highly regarded first original title aimed at the steadily expanding needs of service businesses* Massively revised and updated with new perspectives and cases* Written by one of the best known and acclaimed author teams in the sector who can give effective advice on understanding and then creating practical marketing plans for service businesses.

服务企业的营销计划是建立在成功的服务营销计划的基础上的，服务营销计划已经过全面的改革、更新和修订，为制定营销计划带来的挑战提供了一个新的、权威的指南，从而产生显著提高的底线结果。它是写在务实，行动导向的风格和每一章都有营销策划的实例在实践中。作者强调了对市场营销的主要误解以及服务和关系营销的本质。营销人员一步一步地经历了市场营销规划过程的关键阶段，并提醒了可能阻碍服务组织成功引入市场营销规划的障碍。建议采用实用的框架和技术来进行营销规划过程和实施所涵盖的原则。世界著名的作家还处理关键的组织方面有关的营销规划，这可能会产生深远的影响，其最终效力。其中包括：营销情报系统；市场调研；组织发展阶段；营销导向。《服务营销策划》是为服务行业的营销人员和营销专业的学生而设计的。该课程通过修订案例和新内容，涵盖差距分析、市场定位、客户关系管理和整合营销传播，将成为服务行业专业营销人员和高年级学生的重要指南。*基于一个成功的，备受推崇的第一个原标题，旨在稳步扩大服务业务的需求*大量修订和更新新的视角和案例*由业界最知名和最受好评的作者团队之一编写，他们可以提供有效的建议，了解和创造实用的营销服务业计划。