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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.
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.
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Dr. Kenneth Clow is a Professor of Marketing and holder of the Biedenharn Endowed Chair of Business in the College of Business Administration at the University of Louisiana at Monroe. Previously, he served as the Dean at both the University of Louisiana at Monroe and the University of North Carolina at Pembroke. He began his teaching career at Pittsburg State University where he also served as the MBA Director. He obtained his Ph.D. from the University of Arkansas in 1992. Dr. Clow has published over 150 articles in academic journals and proceedings and has written six textbooks. Books currently available include Integrated Advertising, Promotions, and Marketing Communications(3rd edition) , Services Marketing(2nd edition), and Essentials of Marketing(2nd edition). Prior to earning his doctorate, Ken owned and operated a commercial cleaning service in Joplin, Missouri and Fayetteville, Arkansas. During the 8 years he was in business he went from being the sole employee to one of the largest cleaning service in Northwest Arkansas with 40 employees.
Dr. Robert E. Stevens is John Massey Professor of Business in the John Massey School of Business, Southeaster Oklahoma State University, Durant, Oklahoma. He has over 200 publications including 28 books, 128 articles, 25 cases, 25 case teaching notes, and 14 other publications. Recent books include; Marketing Research: Text and Cases (2nd edition), Marketing Management: Text and Cases, Marketing Planning Guide (3rd edition), and Marketing Planning Guide (2nd edition). Dr. Stevens taught at four other universities prior to joining the faculty at SOSU in 2006. Dr. Stevens has served as a consultant to local, regional, and national firms and has been an owner of 4 small businesses. Dr. Stevens serves on the editorial board of 4 journals and is co-editor of Services Marketing Quarterly, Health Marketing Quarterly and Best Business Books, a series of business books published by The Haworth Press.
Inhaltsangabe
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
