Marketing Planning for Services (Cim Professional Development) [Paperback]

Adrian Payne (Author), Malcolm McDonald (Author)

Book Description

Series: Cim Professional Development | Publication Date: August 6, 1996

Marketing Planning for Services is the answer to the challenge of creating marketing plans that produce significantly improved bottom-line results. It 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 organisation 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 organisational aspects relating to marketing planning which can have a profound impact on its ultimate effectiveness. These include: marketing intelligence systems; market research; organisation development stages; marketing orientation. Marketing Planning for Services is for marketers in the service sector and students of marketing.


- endorsed by the CIM
- key authors

Editorial Reviews

From the Publisher

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, and marketing orientation. Marketing Planning for Services is for marketers in the service sector and students of marketing.

About the Author

Dr Adrian Payne is Professor of Services & Relationship Marketing and Director of the Centre for CRM at Cranfield School of Management, UK. He is an author of ten books on Relationship Marketing, CRM and Marketing Strategy. He undertakes research, gives keynote presentations, runs workshops and consults globally in CRM, relationship marketing and customer retention strategies.

MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA, until recently was Professor of Marketing and Deputy Director Cranfield School of Management, with special responsibility for E-business. 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.

Product Details

• Paperback: 384 pages
• Publisher: Butterworth-Heinemann (August 6, 1996)
• Language: English
• ISBN-10: 0750630221
• ISBN-13: 978-0750630221
• Product Dimensions: 9.2 x 6.1 x 0.8 inches
• Shipping Weight: 1.2 pounds (View shipping rates and policies)
• Average Customer Review: 4.5 out of 5 stars  See all reviews (2 customer reviews)
• Amazon Best Sellers Rank: #3,794,223 in Books (See Top 100 in Books)

More About the Author

Discover books, learn about writers, read author blogs, and more.

Customer Reviews

Most Helpful Customer Reviews

8 of 8 people found the following review helpful:

4.0 out of 5 stars Detailed, pragmatic methodology; tons of useful frameworks, September 23, 1997

By A Customer

This review is from: Marketing Planning for Services (Cim Professional Development) (Paperback)

No nonsense, pragmatic methodology to marketing from high-level company vision to tactical implementation planning. McDonald presents tons of useful frameworks for how you think about marketing...some more useful than others, yet so many, you are bound to find ones useful for your business. Not a lot of conceptual BS...straight-forward how-to's including examples of plans

0 of 10 people found the following review helpful:

5.0 out of 5 stars No he tenido oportunidad de leerlo. Los comentarios excelent, April 4, 1999

By A Customer

This review is from: Marketing Planning for Services (Cim Professional Development) (Paperback)

Quisiera saber si el Sr. Mc Donald tiene experiencia en servicios en la industria eléctrica, especificamente de Mercadeo Directo con consumidores finales de electricidad en el sector industrial, comercial y residencial. Solicito me informen. También me interesa conocer si le libro ya se encuentra en su versión en español.