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Marketing Plans for Services: A Complete Guide, 3rd Edition

ISBN: 978-0-470-97909-9
512 pages
September 2011
Marketing Plans for Services: A Complete Guide, 3rd Edition (0470979097) cover image
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 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. Practical frameworks and techniques are suggested for undertaking the marketing planning process and implementing the principles covered.

The world renowned authors also tackle key organizational aspects relating to marketing planning which can have a profound impact on its ultimate effectiveness. These include: marketing intelligence systems; market research; organization development stages; marketing orientation.

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

“Marketing Plans for Services is clearly the premier text in the field. From an explanation of ‘why’ services are driving all marketing activities to ‘measuring the results’, and all things in between, this new and updated text explains why and how ‘services’ are the key elements for most all 21st century organizations. Follow the masters of service marketing to marketplace success.” Professor Don Schultz, Northwestern University

“McDonald, Frow and Payne have worked extensively with a wide range of service businesses across the globe in successfully realising their growth opportunities. This experience shows in this practical text which contains all one needs to know in developing and implementing successful marketing plans for service organizations. This book represents a tested roadmap for planning services marketing success and combines an excellent balance of key concepts, frameworks and tools with practical advice. Their proven step-by-step marketing planning system for services and the examples of marketing plans make this a ‘must have’ book that should be on the desk of any forward-thinking services marketer.” Mark Veyret, Global Business Development Leader, PricewaterhouseCoopers

“Marketing planning is crucial today where increased competition, complexity and the internet forces you to redefine your marketing strategy and focus more clearly on what is required to achieve improved results. If not, you will not succeed in meeting these challenges. McDonald, Frow and Payne are internationally recognized authorities in marketing planning and services marketing. Based on their extensive experience across in helping organizations from a wide range of service sectors, this book gives you the practical ‘how to’ skills to successfully implement strategic marketing plans.” Bob Barker, Vice President of Corporate Marketing and Digital Engagement, Alterian

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Preface vii

The structure of this book and how to use it ix

List of figures xi

1 Marketing and services 1

2 The nature of services marketing 23

3 Marketing planning for services: the process 49

4 Marketing planning for services: the problems 63

5 Marketing planning Phase One: the strategic context 79

6 Marketing planning Phase Two: the situation review (Part 1) 107

7 Marketing planning Phase Two: the situation review (Part 2) 141

8 Marketing planning Phase Three: marketing strategy formulation 183

9 Marketing planning Phase Four: resource allocation, monitoring and detailed planning (Part 1: the budget, the service product plan and the communications plan) 213

10 Marketing planning Phase Four: resource allocation, monitoring and detailed planning (Part 2: price, place, people, processes and customer service) 267

11 Organizing for marketing planning 307

12 Measuring the effectiveness of marketing plans for service businesses 347

13 A step-by-step marketing planning system for service businesses 373

Examples of marketing plans 411

Glossary of marketing planning terms 469

References 477

Index 485

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Malcolm McDonald, MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA, author of 43 books, until recently was Professor of Marketing and Deputy Director of Cranfield School of Management. Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has an Honorary Doctorate from Bradford University. Malcolm has extensive industrial experience, including a number of years as Marketing Director of Canada Dry. He is Emeritus Professor of Marketing at Cranfield and is a Visiting Professor at Henley, Warwick, Aston and Bradford Business Schools.

Pennie Frow, PhD MBA BSc (Hons) Psych DipM FCIM, is Associate Professor of Marketing in the Discipline of Marketing at the University of Sydney. Previously she was a Senior Consultant in the Cranfield Marketing Planning Centre and a Visiting Fellow at Cranfield School of Management. Before joining Academia, she was Chief Marketing Officer of a major British charity and Managing Director of a US distribution company. Her publications have appeared in many academic publications including the Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Business Research, Industrial Marketing Management and the Journal of Marketing Management.

Adrian Payne, PhD MSc MEd FRMIT FCIM FHEA, is Professor of Marketing at the Australian School of Business at the University of New South Wales, Australia and Visiting Professor at Cranfield School of Management. Previously he was Professor of Services & Relationship Marketing and Director of the Centre for CRM at Cranfield. His industry experience includes positions as Chief Executive for a manufacturing company and senior appointments in strategic planning and marketing.

His many books and articles include contributions in the Journal of Marketing, Journal of the Academy of Marketing Science and the Journal of Business Research.

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