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Title: Marketing Planning for Services by Adrian Payne, Malcolm McDonald ISBN: 0-7506-3022-1 Publisher: Butterworth-Heinemann Pub. Date: 23 July, 1996 Format: Paperback Volumes: 1 List Price(USD): $50.95

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Average Customer Rating: 4.5 (2 reviews)

Rating: 5
Summary: No he tenido oportunidad de leerlo. Los comentarios excelent
Comment: Quisiera saber si el Sr. Mc Donald tiene experiencia en servicios en la industria eléctrica, especificamente de Mercadeo Directo con consumidores finales de electricidad en el sector industrial, comercial y residencial. Solicito me informen. También me interesa conocer si le libro ya se encuentra en su versión en español.

Rating: 4
Summary: Detailed, pragmatic methodology; tons of useful frameworks
Comment: No nonsense, pragmatic methodology to marketing from high-level company vision to tactical implementation planning. McDonald presents tons of useful frameworks for how you think about marketing...some more useful than others, yet so many, you are bound to find ones useful for your business. Not a lot of conceptual BS...straight-forward how-to's including examples of plans