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.

Table Of Contents
Accessactive List
EningAdoption 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 Contentmoments of Truthnew Service Development
New Service Pricing Decisions
Niche Marketing
Objective Areas
Objectives
Organization and Program Life Cycles
Organization Structure
Perfromance Evaluation And Control
Planning Audits
Position
Ingprimary Data
Product Market Analysis
Product Positioning Strategies
Promotion Budget
Promotional Mix
Publicity
Quality - And Value -Based Marketing
Question
Naire
Research Design
Research Method
Ology
Revenue/Cost Controls
Sampling
Scales
Secondary Data
Service Offer
Ingsservices Portfolio
Service Strategy
Survey Researchswot Analysis
Target Audience
Appendixto Create Effective Adsto Create Effective Print Adsto
Create Effective Newspaper Adsto Create Effective Radio Adsto
Create Effective Television Adsto
Create Effective Direct-Response
Advertising to Create Effective Direct-Mail
Advertising to Create Effective Direct-Response-Radio
Advertising to Create Effective Outdoor
Advertising to Create Effective
Brochures to Create Effective Directory (Yellow-Page)
Advertising to Create Effective Web-Sites
References
Table of Contents provided by Publisher. All Rights Reserved.

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