|
|
|
|
| LEADER |
00000cam a2200000Ma 4500 |
| 001 |
b9613812 |
| 003 |
CoU |
| 005 |
20170929044558.8 |
| 006 |
m o d |
| 007 |
cr ||||||||||| |
| 008 |
070402s2006 ne a ob 001 0 eng d |
| 019 |
|
|
|a 171113701
|a 961565885
|a 962668073
|
| 020 |
|
|
|a 0080459420
|q (electronic bk.)
|
| 020 |
|
|
|a 9780080459424
|
| 020 |
|
|
|a 0080459420
|
| 020 |
|
|
|z 0750667273
|q (Paper)
|
| 020 |
|
|
|a 661063923X
|
| 020 |
|
|
|a 9786610639236
|
| 035 |
|
|
|a (OCoLC)ebqac232311597
|
| 035 |
|
|
|a (OCoLC)232311597
|z (OCoLC)171113701
|z (OCoLC)961565885
|z (OCoLC)962668073
|
| 037 |
|
|
|a ebqac270199
|
| 040 |
|
|
|a CDX
|b eng
|e pn
|c CDX
|d YDXCP
|d OCLCG
|d OCLCQ
|d IDEBK
|d MERUC
|d OCLCQ
|d OCLCF
|d OCLCQ
|d OCLCO
|d DEBSZ
|d OCLCQ
|d AZK
|d ZCU
|d OCLCQ
|
| 049 |
|
|
|a GWRE
|
| 050 |
|
4 |
|a HG4028.V3
|b M372 2007eb
|
| 100 |
1 |
|
|a McDonald, Malcolm.
|
| 245 |
1 |
0 |
|a Marketing due diligence :
|b reconnecting strategy to share price /
|c Malcolm McDonald, Brian Smith, Keith Ward.
|
| 250 |
|
|
|a New ed.
|
| 260 |
|
|
|a Amsterdam ;
|a Boston :
|b Elsevier Butterworth-Heinemann,
|c 2007.
|
| 300 |
|
|
|a 1 online resource (xv, 238) :
|b illustrations.
|
| 336 |
|
|
|a text
|b txt
|2 rdacontent.
|
| 337 |
|
|
|a computer
|b c
|2 rdamedia.
|
| 338 |
|
|
|a online resource
|b cr
|2 rdacarrier.
|
| 504 |
|
|
|a Includes bibliographical references (pages 229-230) and index.
|
| 505 |
0 |
|
|a Cover -- Marketing Plans for Service Businesses: A complete guide -- Contents -- Preface -- The structure of this book and how to use it -- List of figures -- 1 Marketing and services -- The growing importance of the service sector -- Service businesses and marketing effectiveness -- The purpose of this book -- The marketing concept -- Misunderstandings about marketing -- A definition of marketing -- An overview of the new marketing process -- Define markets and understand value -- Determine value proposition -- Deliver value proposition -- Monitor value -- Summary -- 2 The nature of services marketing -- Classification of services -- 1 What is the nature of the service act? -- 2 What style of relationship does the service organization have with its customers? -- 3 How much room is there for customization and judgement? -- 4 What is the nature of supply and demand for the service? -- 5 How is the service delivered? -- The strategic value of services in manufacturing -- The marketing mix -- Services and the marketing mix -- A history of marketing in the service industry -- Customer retention and profitability -- Integrated relationship marketing -- Summary -- 3 Marketing planning for services: the process -- What is marketing planning? -- Other approaches to marketing planning -- The marketing planning process -- Step 1 Mission -- Step 2 Corporate objectives -- Step 3 Marketing audit -- Step 4 SWOT analyses -- Step 5 Key assumptions -- Step 6 Marketing objectives and strategies -- Step 7 Estimate expected results -- Step 8 Identify alternative mixes -- Step 9 Budget -- Step 10 First-year detailed implementation programme -- Summary -- 4 Marketing planning for services: the problems -- Marketing planning and services -- What gets in the way of marketing planning? -- 1 Short-termism -- 2 Weak support from the chief executive and top management -- 3 Lack of a plan for planning -- 4 Lack of line management support -- 5 Confusion over planning terms -- 6 An over-reliance on numbers -- 7 Too much detail, too far ahead -- 8 Once-a-year ritual -- 9 Confusion between operational and strategic marketing planning -- 10 Failure to integrate marketing planning into the corporate planning system -- 11 Delegation of planning to a 'planner' -- 12 Uncertainty about what should appear in the marketing plan -- Summary -- 5 Marketing planning Phase One: the strategic context -- Step 1 Mission -- A mission for services -- The nature of corporate missions -- Example of service organization mission statements -- Levels of mission statement -- From mission statements to vision and values -- Developing a service mission -- The realizable mission -- Step 2 Corporate objectives -- Corporate objectives and strategies -- Quantitative versus qualitative objectives -- Summary -- 6 Marketing planning Phase Two: the situation review (Part 1) -- Step 3 The marketing audit -- Who should do it? -- What needs to be covered? -- Sub-audit 1 Customers and markets.
|
| 588 |
0 |
|
|a Print version record.
|
| 650 |
|
0 |
|a Corporations
|x Valuation.
|
| 650 |
|
0 |
|a Corporations
|x Investor relations.
|
| 650 |
|
0 |
|a Stocks
|x Marketing.
|
| 650 |
|
0 |
|a Stocks
|x Prices.
|
| 650 |
|
0 |
|a Economic value added.
|
| 650 |
|
0 |
|a Risk assessment.
|
| 650 |
|
7 |
|a Corporations
|x Investor relations.
|2 fast
|0 (OCoLC)fst00879887.
|
| 650 |
|
7 |
|a Corporations
|x Valuation.
|2 fast
|0 (OCoLC)fst00879963.
|
| 650 |
|
7 |
|a Economic value added.
|2 fast
|0 (OCoLC)fst00902106.
|
| 650 |
|
7 |
|a Risk assessment.
|2 fast
|0 (OCoLC)fst01098146.
|
| 650 |
|
7 |
|a Stocks
|x Marketing.
|2 fast
|0 (OCoLC)fst01133723.
|
| 650 |
|
7 |
|a Stocks
|x Prices.
|2 fast
|0 (OCoLC)fst01133725.
|
| 700 |
1 |
|
|a Smith, Brian D.
|q (Brian David),
|d 1961-
|
| 700 |
1 |
|
|a Ward, Keith,
|d 1949-
|
| 776 |
0 |
8 |
|i Print version:
|a McDonald, Malcolm.
|t Marketing due diligence.
|b New ed.
|d Amsterdam ; Boston : Elsevier Butterworth-Heinemann, 2007
|w (DLC) 2007296155.
|
| 856 |
4 |
0 |
|u http://ebookcentral.proquest.com/lib/ucb/detail.action?docID=270199
|z Full Text (via ProQuest)
|
| 907 |
|
|
|a .b96138129
|b 07-02-19
|c 10-03-17
|
| 998 |
|
|
|a web
|b - -
|c f
|d b
|e z
|f eng
|g ne
|h 0
|i 1
|
| 956 |
|
|
|a Ebook Central Academic Complete
|
| 956 |
|
|
|b Ebook Central Academic Complete
|
| 999 |
f |
f |
|i daa47389-7116-5963-8852-2d1da4cceb71
|s 98f02425-8872-5dfd-915d-3af8af911b41
|
| 952 |
f |
f |
|p Can circulate
|a University of Colorado Boulder
|b Online
|c Online
|d Online
|e HG4028.V3 M372 2007eb
|h Library of Congress classification
|i web
|n 1
|
