内容简介
MarketingPlansforServices,ThirdEditionisbasedonthesuccessfulMarketingPlanningforServiceBusinesses,whichhasbeencompletelyoverhauled,updatedandrevisedtogiveanewandauthoritativeguidetothechallengeofcreatingmarketingplansthatproducesignificantlyimprovedbottom-lineresults.Withrevisedcasesandnewcontentcoveringgapanalysis,marketmapping,CRMandintegratedmarketingcommunications,includingdigitalmarketingandsocialmedia,itwillbeanessentialguideforprofessionalmarketersintheservicesectorawellasupperlevelstudents.
作者简介
MalcolmMcDonald,MA(Oxon),MSc,PhD,D.Litt.FCIMFRSA,authorof43books,untilrecentlywasProfessorofMarketingandDeputyDirectorofCranfieldSchoolofManagement.MalcolmisagraduateinEnglishLanguageandLiteraturefromOxfordUniversity,inBusinessStudiesfromBradfordUniversityManagementCentre,andhasaPhDfromCranfieldUniversity.HealsohasanHonoraryDoctoratefromBradfordUniversity.Malcolmhasextensiveindustrialexperience,includinganumberofyearsasMarketingDirectorofCanadaDry.HeisEmeritusProfessorofMarketingatCranfieldandisaVisitingProfessoratHenley,Warwick,AstonandBradfordBusinessSchools.PennieFrow,PhDMBABSc(Hons)PsychDipMFCIM,isAssociateProfessorofMarketingintheDisciplineofMarketingattheUniversityofSydney.PreviouslyshewasaSeniorConsultantintheCranfieldMarketingPlanningCentreandaVisitingFellowatCranfieldSchoolofManagement.BeforejoiningAcademia,shewasChiefMarketingOfficerofamajorBritishcharityandManagingDirectorofaUSdistributioncompany.HerpublicationshaveappearedinmanyacademicpublicationsincludingtheJournalofMarketing,JournaloftheAcademyofMarketingScience,JournalofBusinessResearch,IndustrialMarketingManagementandtheJournalofMarketingManagement.AdrianPayne,PhDMScMEdFRMITFCIMFHEA,isProfessorofMarketingattheAustralianSchoolofBusinessattheUniversityofNewSouthWales,AustraliaandVisitingProfessoratCranfieldSchoolofManagement.PreviouslyhewasProfessorofServices&RelationshipMarketingandDirectoroftheCentreforCRMatCranfield.HisindustryexperienceincludespositionsasChiefExecutiveforamanufacturingcompanyandseniorappointmentsinstrategicplanningandmarketing.HismanybooksandarticlesincludecontributionsintheJournalofMarketing,JournaloftheAcademyofMarketingScienceandtheJournalofBusinessResearch.
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