Marketing Plans for Services : A Complete Guide

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 Pennie's 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 & Partners Solicitors; Steadfast Design Corporation Design and purchasing; Wilcox and Simmonds Project Management; Moritaki Computers UK Ltd Computer Consultancy

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.

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