Marketing Professional Services : Forward-Thinking Strategies for Boosting Your Business, Your Image, and Your Profits (2ND)

Marketing Professional Services : Forward-Thinking Strategies for Boosting Your Business, Your Image, and Your Profits (2ND)

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  • 製本 Hardcover:ハードカバー版/ページ数 422 p.
  • 言語 ENG
  • 商品コード 9780735201798
  • DDC分類 658.8

Full Description


In this thoroughly revised and updated resource, the authors make complex professional marketing concepts easy to grasp and ready to put into action. Beginning with an in-depth look at the role of marketing in any profession, they go on to cover the marketing process -- from market analysis and service positioning to creating a promotion mix and implementing the marketing program -- with targeted advice for business, legal, design, and medical professions.

Table of Contents

About the Authors                                  v
Preface vii
The Marketing of Professional Services 1 (22)
Twelve Keys to Effective Professional 23 (14)
Services Marketing
Delivering Quality Service 37 (20)
Building and Reinforcing the Firm's Marketing 57 (22)
Efforts
Acquiring and Using Marketing Information 79 (44)
Strategic Planning and Organization 123(52)
Segmenting Selecting and Appealing to Markets 175(32)
Understanding the Individual Client 207(28)
The Service Mix 235(32)
Pricing Professional Services 267(30)
Making Services Accessible 297(22)
Integrated Marketing Communications 319(38)
Marketing Services On-line 357(30)
Retention and Relationship Strategies 387(18)
Future Directions of Professional Services 405(12)
Marketing
Index 417