Malcolm McDonald & Pennie Frow 
Marketing Plans for Services 
A Complete Guide

Marketing Plans for Services, Third Edition 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 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; marketing orientation.

Marketing Plans for Services is for marketers in the service
sector and students of marketing.

‘Marketing Plans for Services is clearly the premier
text in the field. From an explanation of ‘why’
services are driving all marketing activities to ‘measuring
the results’, and all things in between, this new and updated
text explains why and how ‘services’ are the key
elements for most all 21st century organizations. Follow the
masters of service marketing to marketplace success.’
Professor Don Schultz, Northwestern University

‘Mc Donald, Frow and Payne have worked extensively with
a wide range of service businesses across the globe in successfully
realising their growth opportunities. This experience shows in this
practical text which contains all one needs to know in developing
and implementing successful marketing plans for service
organizations. This book represents a tested roadmap for planning
services marketing success and combines an excellent balance of key
concepts, frameworks and tools with practical advice. Their proven
step-by-step marketing planning system for services and the
examples of marketing plans make this a ‘must have’
book that should be on the desk of any forward-thinking services
marketer.’ Mark Veyret, Global Business Development
Leader, Pricewaterhouse Coopers

‘Marketing planning is crucial today where increased
competition, complexity and the internet forces you to redefine
your marketing strategy and focus more clearly on what is required
to achieve improved results. If not, you will not succeed in
meeting these challenges. Mc Donald, Frow and Payne are
internationally recognized authorities in marketing planning and
services marketing. Based on their extensive experience across in
helping organizations from a wide range of service sectors, this
book gives you the practical ‘how to’ skills to
successfully implement strategic marketing plans.’ Bob
Barker, Vice President of Corporate Marketing and Digital
Engagement, Alterian

Tabela de Conteúdo

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

Sobre o autor

Malcolm Mc Donald, MA(Oxon), MSc, Ph D, 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 Ph D 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, Ph D MBA BSc (Hons) Psych Dip M 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, Ph D 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.