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Concise encyclopedia of professional services marketing

Author: Kenneth E Clow; Robert E Stevens
Publisher: New York : Routledge, 2009.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Database:WorldCat
Summary:
Concise Encyclopedia of Professional Services Marketing provides readers with a€detailed account of the concepts and strategies necessary to successfully market professional services--including dozens of essay-length articles and detailed expositions of the theories and techniques necessary to formulating and executing a successful marketing plan.
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Genre/Form: Electronic books
Encyclopedias
Additional Physical Format: Print version:
Clow, Kenneth E.
Concise encyclopedia of professional services marketing.
New York : Routledge, 2009
(DLC) 2008044656
(OCoLC)213446348
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Kenneth E Clow; Robert E Stevens
ISBN: 9780203884713 020388471X 9780789036902 0789036908
OCLC Number: 309871236
Description: 1 online resource (ix, 166 p.) : ill.
Contents: Access --
Active listening --
Adoption process --
Advertising message --
Atmosphere --
Attitude measurement --
Benefits of marketing --
Brand equity --
Branding decisions --
Budgets --
Business development (rainmaking) --
Client/patient analysis --
Clients/patients behavior --
Clients/patients satisfaction --
Clients/patients service --
Communication methods --
Communication process --
Competition --
Competitive advantage --
Controlling marketing activities --
Costs to target audience --
Data collection --
Data collection and analysis --
Database marketing --
Demographics --
Descriptive (quantitative) research --
Direct marketing --
Environmental scanning --
Exchange --
Exploratory (qualitative) research --
Facility design --
Family life cycle --
Fee level decisions --
Geodemographics --
Grid analysis --
Implementation --
Improving customer perceptions of service quality --
Internal marketing --
Location analysis --
Market exposure decisions --
Market potential --
Market segmentation --
Marketing --
Marketing communications --
Marketing mix --
Marketing orientation --
Marketing plan --
Marketing planning --
Marketing research --
Mass communication media --
Measurement --
Media decisions --
Message content --
Moments of truth --
New service development --
New service pricing decisions --
Niche marketing --
Objective areas --
Objectives --
Organization and program life cycles --
Organization structure --
Performance evaluation and control --
Planning audits --
Positioning --
Primary data --
Product market analysis --
Product positioning strategies --
Promotion budget --
Promotional mix --
Publicity --
Quality and value based marketing --
Questionnaire --
Research design --
Research methodology --
Revenue/cost controls --
Sampling --
Scales --
Secondary data --
Service offerings --
Services portfolio --
Service strategy --
Survey research --
SWOT analysis --
Target audience --
Appendix.
Responsibility: Kenneth E. Clow and Robert E. Stevens.
More information:

Abstract:

Concise Encyclopedia of Professional Services Marketing provides readers with a€detailed account of the concepts and strategies necessary to successfully market professional services--including dozens of essay-length articles and detailed expositions of the theories and techniques necessary to formulating and executing a successful marketing plan.

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