| Author | Malcolm McDonald, Adrian Payne |
| Format | Paperback |
| ISBN | 9780750667463 |
| Manufacturer | Unbranded |
| Model Number | 9780750667463 |
| Publication Date | 13/09/2005 |
| Publisher | BUTTERWORTH-HEINEMANN |
Guide to the challenge of creating marketing plans that produce significantly improved bottom-line results. This book highlights the misunderstandings about marketing and the nature of services and relationship marketing. It suggests frameworks and techniques for undertaking the marketing planning process and implementing the principles covered.
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