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9780735201798

Marketing Professional Services, Revised

by ; ;
  • ISBN13:

    9780735201798

  • ISBN10:

    073520179X

  • Edition: 2nd
  • Format: Hardcover
  • Copyright: 2002-04-01
  • Publisher: Prentice Hall Press
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List Price: $45.00

Summary

Philip Kotler is the S. C. Johnson Distinguished Professor of International Marketing at the Kellogg Graduate School of Management Northwestern University.

Table of Contents

About the Authors v
Preface vii
The Marketing of Professional Services
1(22)
Twelve Keys to Effective Professional Services Marketing
23(14)
Delivering Quality Service
37(20)
Building and Reinforcing the Firm's Marketing Efforts
57(22)
Acquiring and Using Marketing Information
79(44)
Strategic Planning and Organization
123(52)
Segmenting Selecting and Appealing to Markets
175(32)
Understanding the Individual Client
207(28)
The Service Mix
235(32)
Pricing Professional Services
267(30)
Making Services Accessible
297(22)
Integrated Marketing Communications
319(38)
Marketing Services On-line
357(30)
Retention and Relationship Strategies
387(18)
Future Directions of Professional Services Marketing
405(12)
Index 417

Supplemental Materials

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