Concise Encyclopedia of Professional Services Marketing (tent.)

by Stevens; Robert E

• ISBN13: 9780789036919
• ISBN10: 0789036916
• Edition: 1st
• Format: Paperback
• Copyright: 2008-08-26
• Publisher: Routledge

Summary

Concise Encyclopedia of Professional Services Marketing provides readers with adetailed 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

Table of 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 Perfromance 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 To Create Effective Ads To Create Effective Print Ads To Create Effective Newspaper Ads To Create Effective Radio Ads To Create Effective Television Ads To 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