Based on the structure and focus of the best-selling Marketing Plans title, this book brings focus to those in service organisations on how to prepare a marketing plan. It discusses the contextual issues that have to be considered that make marketing planning one of the most complex of all marketing management problems. This book takes the marketer step-by-step through the key phases of the marketing planning process and demonstrates the barriers that can prevent a service organization being successful in introducing marketing planning. Practical frameworks and techniques are suggested for undertaking the marketing planning process and implementing the principles covered. Key organizational aspects relating to marketing planning, that can have a profound impact on its ultimate effectiveness are tackled, including: marketing intelligence systems, market research, organization development stages, and marketing orientation. The book will differ from the first edition as follows: The first two chapters will be consolidated and totally rewritten to reflect the most recent thinking in services marketing, including service-dominant logic and co-creation of value. Some material will be shortened and new content will be included to cover recent developments in both marketing strategy and services marketing, such as: CRM, drawing on Adrain and Pennies highly cited cutting edge research on this topic; database marketing; integrated marketing and multi-channel integration; competitive strategies; and marketing research. The book will include 4 actual plans for service organizations: Alison, Hazelwood Solicitors; Steadfast Design Corporation Design and purchasing; Wilcox and Simmonds Project Management; Moritaki Computers UK Ltd Computer Consultancy
Book Details:
- Author: Malcolm McDonald
- ISBN: 9780470979419
- Year Published: 2011
- Pages: 352
- BISAC: BUS043000, BUSINESS & ECONOMICS/Marketing / General
About the Book and Topic:
Based on the structure and focus of the best-selling Marketing Plans title, this book brings focus to those in service organisations on how to prepare a marketing plan. It discusses the contextual issues that have to be considered that make marketing planning one of the most complex of all marketing management problems. This book takes the marketer step-by-step through the key phases of the marketing planning process and demonstrates the barriers that can prevent a service organization being successful in introducing marketing planning. Practical frameworks and techniques are suggested for undertaking the marketing planning process and implementing the principles covered. Key organizational aspects relating to marketing planning, that can have a profound impact on its ultimate effectiveness are tackled, including: marketing intelligence systems, market research, organization development stages, and marketing orientation. The book will differ from the first edition as follows: The first two chapters will be consolidated and totally rewritten to reflect the most recent thinking in services marketing, including service-dominant logic and co-creation of value. Some material will be shortened and new content will be included to cover recent developments in both marketing strategy and services marketing, such as: CRM, drawing on Adrain and Pennies highly cited cutting edge research on this topic; database marketing; integrated marketing and multi-channel integration; competitive strategies; and marketing research. The book will include 4 actual plans for service organizations: Alison, Hazelwood Solicitors; Steadfast Design Corporation Design and purchasing; Wilcox and Simmonds Project Management; Moritaki Computers UK Ltd Computer Consultancy
Marketing Planning is a perennial issue for any marketer. The issues for the service sector in establishing successful marketing plan are quite specific and different from those required in the FMCG and consumer markets. As 80% of the economy is now within the service sector the need for a specific treatment of the topic to contextualize it for the service economy audience is clear.
Well-established executive text: First published in 1996 the book has secured its unique place as the book to read on this topic. It is a highly regarded companion text to Marketing Plans. Practical and authoritative: Provides a step by step approach to the topic and a host of practical tools, tips, and checkpoints for reader interaction, all backed by a substantial amount of research to give confidence and credibility from renowned experts in the field. International appeal: The topic itself has no geographical borders and the authors sell the book corporately on an international basis. It is heavily illustrated with international examples from: Amex, IKEA, Virgin, IBM etc.
About the Author
Professor Malcolm McDonald was recently cited as one of the top marketing gurus in the world, along with Philip Kotler and Michael Porter and, in a 2006 Times HE piece, he was named as one of the top ten consultants in the UK. He is now Emeritus Professor at Cranfield University School of Management where, until recently, he was Professor of Marketing and Deputy Director. Formerly Marketing Director of Canada Dry, he is Chairman of six companies and works with many of the operating boards of the worlds biggest multinationals on every continent. He is the author of over 40 books, many of which have been translated into several foreign languages and has published hundreds of articles and papers. Although retiring from his teaching role, Malcolm continues to research and teach at Cranfield and other universities around the world and to promote himself via speaking engagements, visiting lectures, and consultancy. Professor Adrian Payne is Professor of Marketing and Director of the Master of Marketing program at the University of New South Wales in Sydney, Australia and Visiting Professor at Cranfield University in the UK. His previous academic roles have included positions as Academic Leader of the Marketing Group and Director of the Centre for Customer Relationship Management at the Cranfield School of Management, Cranfield University and Visiting Professor at the Scandinavian Institute for Management Studies. He is Chairman of the Advisory Board of Vectia Ltd, a leading European consulting firm and Chairman of Brand Finance Australia Pty Ltd. He is a frequent keynote speaker at public and in-company seminars and conferences around the world. He specialises in addresses, workshops and executive programmes in Marketing Strategy, CRM, Customer Retention and Services Marketing. His previous appointments include positions as Chief Executive for a manufacturing company and senior appointments in strategic planning and marketing. He is an internationally recognised authority on Services Marketing and CRM. He has acted as an advisor, consultant and educator to numerous leading organisations around the world. He is author, co-author or editor of 14 books and numerous journal articles. Professor Pennie Frow is Associate Professor of Marketing and Director of the Master of Marketing degree at the University of Sydney, Australia. Previously she was a Senior Consultant in the Cranfield Marketing Planning Centre and a Visiting Fellow at Cranfield School of Management, Cranfield University. She has extensive consulting experience in the area of Marketing Planning and Services Marketing. She completed a PhD in the area of Services Marketing at Cranfield University. Before joining Academia, she was Managing Director of a US distribution company and Chief Marketing Officer of a major British charity. Pennies academic expertise lies in the areas of services marketing, managing customer relationships, employee commitment, customer retention, developing a customer-oriented culture and internal marketing. Her highly innovative research has appeared in top journals in the marketing field. Her work was been accepted for publication in the Journal of Marketing, Journal of the Academy of Marketing Science, European Journal of Marketing, Industrial Marketing Management, Journal of Business Research, Journal of Services Marketing, Journal of Marketing Management, Journal of Brand Management and the International Journal of Bank Marketing. She is a frequent presenter at international conferences