The Resource Concise encyclopedia of professional services marketing, Kenneth E. Clow and Robert E. Stevens

Concise encyclopedia of professional services marketing, Kenneth E. Clow and Robert E. Stevens

Label
Concise encyclopedia of professional services marketing
Title
Concise encyclopedia of professional services marketing
Statement of responsibility
Kenneth E. Clow and Robert E. Stevens
Creator
Contributor
Subject
Genre
Language
eng
Summary
  • "Concise Encyclopedia of Professional Services Marketing provides readers with a detailed account of the concepts and strategies necessary to successfully market professional services and grow a business. Complete with practical information relevant to a wide range of professionals - including accountants, architects, attorneys, consultants, dentists, engineers, and physicians - this guidebook is an indispensable reference for anyone looking to learn the concepts and applications needed to market professional services."
  • "In addition to essay-length articles arranged from A to Z, and detailed expositions of both the theories and practical techniques necessary to formulating and executing a successful marketing plan, Concise Encyclopedia of Professional Services Marketing contains an appendix of information on launching a multimedia advertising campaign, with special focus on effective website design and other contemporary media formats. For anyone creating their own business or looking to expand an already existing one, Concise Encyclopedia of Professional Services Marketing is a comprehensive and vital reference."--BOOK JACKET
Cataloging source
DLC
Dewey number
658.8003
Illustrations
illustrations
Index
index present
LC call number
HF5415
LC item number
.C5423 2009
Literary form
non fiction
Nature of contents
bibliography
Label
Concise encyclopedia of professional services marketing, Kenneth E. Clow and Robert E. Stevens
Publication
Antecedent source
unknown
Bibliography note
Includes bibliographical references and index
http://library.link/vocab/branchCode
  • net
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type code
txt
Content type MARC source
rdacontent
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
Control code
ocn309871236
Dimensions
unknown
Extent
1 online resource (ix, 166 pages)
File format
unknown
Form of item
online
Isbn
9780203884713
Level of compression
unknown
Media category
computer
Media MARC source
rdamedia
Media type code
c
Other control number
  • 9786611901035
  • X9939970
Other physical details
illustrations
http://library.link/vocab/ext/overdrive/overdriveId
190103
Quality assurance targets
not applicable
http://library.link/vocab/recordID
.b30759225
Reformatting quality
unknown
Sound
unknown sound
Specific material designation
remote
System control number
  • (OCoLC)309871236
  • pebco020388471X

Library Locations

    • Deakin University Library - Geelong Waurn Ponds CampusBorrow it
      75 Pigdons Road, Waurn Ponds, Victoria, 3216, AU
      -38.195656 144.304955
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