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Book Cover
E-book
Author Clow, Kenneth E.

Title Concise encyclopedia of professional services marketing / Kenneth E. Clow and Robert E. Stevens
Published New York : Routledge, 2009
Online access available from:
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Description 1 online resource (ix, 166 pages) : illustrations
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
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
Bibliography Includes bibliographical references and index
Notes Print version record
Subject Marketing -- Encyclopedias.
Genre/Form Encyclopedias.
Encyclopedias.
Form Electronic book
Author Stevens, Robert E., 1942-
ISBN 020388471X (electronic bk.)
0789036908
9780203884713 (electronic bk.)
9780789036902