Marketing Planning for Services

Name: Marketing Planning for Services
Author: Malcolm McDonald

Malcolm McDonald, Adrian Payne

Taylor & Francis Ltd

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Provides an answer to the challenge of creating marketing plans that produce improved bottom-line results. This work highlights key misunderstandings about marketing and the nature of services and relationship marketing. It suggests frameworks and techniques for undertaking the marketing planning process and implementing the principles covered.

Výběr knih autorů Malcolm McDonald , Adrian Payne

Marketing Planning for Services

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