Marketing planning for services:

McDonald, Malcolm.

Marketing planning for services: Malcolm McDonald and Adrian Payne. - Oxford ; Burlington, MA : Elsevier/Butterworth-Heinemann, 2003. - xiv, 401 p. : ill. ; 25 cm.

Previous ed.: published as Marketing planning for services. 1996.

Includes bibliographical references (p. [387]-391) and index.

0750630221

013279869 Uk


Service industries--Marketing--Planning.
Marketing--Planning.

658.802 MCM