McDonald, Malcolm
Marketing plans for service businesses : a complete guide / Malcolm McDonald and Adrian Payne. - 2nd ed. - Oxford : Butterworth-Heinemann, c2006. - xiv, 401 p. : ill. ; 25 cm.
Previous ed.: published as Marketing planning for services. 1996.
Includes bibliographical references (p. 387-391) and index.
9780750667463 (pbk.) 075066746X (pbk.)
Marketing--Planning.
Service industries--Marketing--Planning.
658.802 / MAC
Marketing plans for service businesses : a complete guide / Malcolm McDonald and Adrian Payne. - 2nd ed. - Oxford : Butterworth-Heinemann, c2006. - xiv, 401 p. : ill. ; 25 cm.
Previous ed.: published as Marketing planning for services. 1996.
Includes bibliographical references (p. 387-391) and index.
9780750667463 (pbk.) 075066746X (pbk.)
Marketing--Planning.
Service industries--Marketing--Planning.
658.802 / MAC