Marketing plans for services : a complete guide / Malcolm McDonald, Pennie Frow and Adrian Payne

By:

McDonald, Malcolm

Contributor(s):

Material type: Text

TextPublication details: Chichester : John Wiley, 2011Edition: 3rd edDescription: xv, 495p. 24cmISBN:

9780470979099

Subject(s):

DDC classification:

658.802 MAC

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Holdings
Item type	Current library	Call number	Status	Date due	Barcode	Item holds
Book	Calcutta	658.802 MAC (Browse shelf(Opens below))	Available		IIMC-137814

Total holds: 0

In this book, authors highlight key misunderstandings about marketing and the nature of services and relationship marketing. This book with revised cases and new content covering gap analysis, market mapping, CRM and integrated marketing communications, including digital marketing and social media, it will be an essential guide for professional marketers in the service sector as well as upper level students.

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