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|a HG4028.V3
|b M372 2007eb
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|a 658.15
|2 22
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| 049 |
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|a UAMI
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| 100 |
1 |
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|a McDonald, Malcolm.
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| 245 |
1 |
0 |
|a Marketing due diligence :
|b reconnecting strategy to share price /
|c Malcolm McDonald, Brian Smith, Keith Ward.
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| 250 |
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|a New ed.
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| 260 |
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|a Amsterdam ;
|a Boston :
|b Elsevier Butterworth-Heinemann,
|c 2007.
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| 300 |
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|a 1 online resource (xv, 238) :
|b illustrations
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| 336 |
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|a text
|b txt
|2 rdacontent
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| 337 |
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|a computer
|b c
|2 rdamedia
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| 338 |
|
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|a online resource
|b cr
|2 rdacarrier
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| 504 |
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|a Includes bibliographical references (pages 229-230) and index.
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| 505 |
0 |
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|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.
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| 588 |
0 |
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|a Print version record.
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| 590 |
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|a ProQuest Ebook Central
|b Ebook Central Academic Complete
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| 650 |
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0 |
|a Corporations
|x Valuation.
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| 650 |
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|a Corporations
|x Investor relations.
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| 650 |
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|a Stocks
|x Marketing.
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| 650 |
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|a Stocks
|x Prices.
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| 650 |
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0 |
|a Economic value added.
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| 650 |
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|a Risk assessment.
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| 650 |
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6 |
|a Sociétés
|x Évaluation.
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| 650 |
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6 |
|a Actions (Titres de société)
|x Prix.
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| 650 |
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6 |
|a Valeur économique ajoutée.
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| 650 |
|
6 |
|a Évaluation du risque.
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| 650 |
|
7 |
|a risk assessment.
|2 aat
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| 650 |
|
7 |
|a Corporations
|x Investor relations
|2 fast
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| 650 |
|
7 |
|a Corporations
|x Valuation
|2 fast
|
| 650 |
|
7 |
|a Economic value added
|2 fast
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| 650 |
|
7 |
|a Risk assessment
|2 fast
|
| 650 |
|
7 |
|a Stocks
|x Marketing
|2 fast
|
| 650 |
|
7 |
|a Stocks
|x Prices
|2 fast
|
| 700 |
1 |
|
|a Smith, Brian D.
|q (Brian David),
|d 1961-
|1 https://id.oclc.org/worldcat/entity/E39PBJxGXp9m4PgMtMjphCRxjC
|
| 700 |
1 |
|
|a Ward, Keith,
|d 1949-
|1 https://id.oclc.org/worldcat/entity/E39PCjqTY6g34DF7wv8C8mfRfC
|
| 758 |
|
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|i has work:
|a Marketing due diligence (Text)
|1 https://id.oclc.org/worldcat/entity/E39PCG9wq4WtpdMx6BYBJPjwG3
|4 https://id.oclc.org/worldcat/ontology/hasWork
|
| 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 https://ebookcentral.uam.elogim.com/lib/uam-ebooks/detail.action?docID=270199
|z Texto completo
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| 938 |
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|a Internet Archive
|b INAR
|n marketingduedili0000mcdo_e9z6
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| 938 |
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|a Coutts Information Services
|b COUT
|n 5672304
|c 28.70 GBP
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| 938 |
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|a ProQuest MyiLibrary Digital eBook Collection
|b IDEB
|n 63923
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| 938 |
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|a YBP Library Services
|b YANK
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|b IZTAP
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