Concise encyclopedia of professional services marketing
By: by Kenneth E. Clow and Robert E. Stevens.
Contributors: Stevens, Robert E., 1942-
Publisher: Routledge
Published: 2009
Place of publication: New York, NY
Language: eng
ISBN-13: 9780789036902; 9780203884713
Subjects: Marketing -- Encyclopedias
Genres: Encyclopedias.
Notes: Includes bibliographical references and index.
Table of contents: title: Access; title: Active listening; title: Adoption process; title: Advertising message; title: Atmosphere; title: Attitude measurement; title: Benefits of marketing; title: Brand equity; title: Branding decisions; title: Budgets; title: Business development (rainmaking); title: Client/patient analysis; title: Clients/patients behavior; title: Clients/patients satisfaction; title: Clients/patients service; title: Communication methods; title: Communication process; title: Competition; title: Competitive advantage; title: Controlling marketing activities; title: Costs to target audience; title: Data collection; title: Data collection and analysis; title: Database marketing; title: Demographics; title: Descriptive (quantitative) research; title: Direct marketing; title: Environmental scanning; title: Exchange; title: Exploratory (qualitative) research; title: Facility design; title: Family life cycle; title: Fee level decisions; title: Geodemographics; title: Grid analysis; title: Implementation; title: Improving customer perceptions of service quality; title: Internal marketing; title: Location analysis; title: Market exposure decisions; title: Market potential; title: Market segmentation; title: Marketing; title: Marketing communications; title: Marketing mix; title: Marketing orientation; title: Marketing plan; title: Marketing planning; title: Marketing research; title: Mass communication media; title: Measurement; title: Media decisions; title: Message content; title: Moments of truth; title: New service development; title: New service pricing decisions; title: Niche marketing; title: Objective areas; title: Objectives; title: Organization and program life cycles; title: Organization structure; title: Performance evaluation and control; title: Planning audits; title: Positioning; title: Primary data; title: Product market analysis; title: Product positioning strategies; title: Promotion budget; title: Promotional mix; title: Publicity; title: Quality and value based marketing; title: Questionnaire; title: Research design; title: Research methodology; title: Revenue/cost controls; title: Sampling; title: Scales; title: Secondary data; title: Service offerings; title: Services portfolio; title: Service strategy; title: Survey research; title: Swot analysis; title: Target audience; title: Appendix; title: References.