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1、FFIRS11July2011;16:50:31MarketingPlansforServicesFFIRS11July2011;16:50:31FFIRS11July2011;16:50:31MarketingPlansforServicesACompleteGuideThirdEditionMalcolmMcDonald,PennieFrowandAdrianPayneAJohnWiley&Sons,Ltd,PublicationFFIRS11July2011;16:50:31Thiseditionfirstpublishedin2011Copyright#2011MalcolmM
2、cDonald,PennieFrowandAdrianPayneRegisteredofficeJohnWiley&SonsLtd,TheAtrium,SouthernGate,Chichester,WestSussex,PO198SQ,UnitedKingdomFordetailsofourglobaleditorialoffices,forcustomerservicesandforinformationabouthowtoapplyforpermissiontoreusethecopyrightmaterialinthisbookpleaseseeourwebsiteatwww.w
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4、otherwise,exceptaspermittedbytheUKCopyright,DesignsandPatentsAct1988,withoutthepriorpermissionofthepublisher.Wileyalsopublishesitsbooksinavarietyofelectronicformats.Somecontentthatappearsinprintmaynotbeavailableinelectronicbooks.Designationsusedbycompaniestodistinguishtheirproductsareoftenclaim
5、edastrade-marks.Allbrandnamesandproductnamesusedinthisbookaretradenames,servicemarks,trademarksorregisteredtrademarksoftheirrespectiveowners.Thepublisherisnotassociatedwithanyproductorvendormentionedinthisbook.Thispublicationisdesignedtoprovideaccurateandauthoritativeinformationinregardtothesub
6、jectmattercovered.Itissoldontheunderstandingthatthepublisherisnotengagedinrenderingprofessionalservices.Ifprofessionaladviceorotherexpertassistanceisrequired,theservicesofacompetentprofessionalshouldbesought.LibraryofCongressCataloging-in-PublicationDataMcDonald,Malcolm.Marketingplansforservice
7、businesses:acompleteguide/MalcolmMcDonald,PennieFrowandAdrianPayne.—3rded.p.cm.Includesbibliographicalreferencesandindex.ISBN978-0-470-97909-9(pbk.:alk.paper)1.Serviceindustries—Marketing.2.Serviceindustries—Planning.I.Payne,Adria
