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Book Cover
Author Kotler, Philip.

Title Marketing professional services : forward-thinking strategies for boosting your business, your image, and your profits / Philip Kotler, Thomas Hayes, Paul N. Bloom
Edition Second edition
Published Paramus, NJ : Prentice Hall, [2002]


Location Call no. Vol. Availability
 MELB  658.8 Kot/Mps 2002  AVAILABLE
Description x, 422 pages : illustrations ; 24 cm
Contents Ch. 1. The Marketing of Professional Services -- Ch. 2. Twelve Keys to Effective Professional Services Marketing -- Ch. 3. Delivering Quality Service -- Ch. 4. Building and Reinforcing the Firm's Marketing Efforts -- Ch. 5. Acquiring and Using Marketing Information -- Ch. 6. Strategic Planning and Organization -- Ch. 7. Segmenting, Selecting, and Appealing to Markets -- Ch. 8. Understanding the Individual Client -- Ch. 9. The Service Mix -- Ch. 10. Pricing Professional Services -- Ch. 11. Making Services Accessible -- Ch. 12. Integrated Marketing Communications -- Ch. 13. Marketing Services On-line -- Ch. 14. Retention and Relationship Strategies -- Ch. 15. Future Directions of Professional Services Marketing
Summary "Marketing Professional Services, Second Edition has been completely revised to reflect the revolution that has swept the professional services sector since its original publication."--BOOK JACKET
Notes Previous ed.: 1984
Bibliography Includes bibliographical references and indexes
Subject Professions -- Marketing.
Author Bloom, Paul N.
Hayes, Thomas J. (Thomas Joseph), 1953-
LC no. 2001056024
ISBN 073520179X