Marketing professional services : forward-thinking strategies for boosting your business, your image and your profits by Philip Kotler, Thomas Hayes and Paul N. Bloom
By: Kotler, Philip.
Contributor(s): Hayes, Thomas | Bloom, Paul N.Publisher: Paramus, USA Prentice Hall 2002Edition: 2nd ed.Description: 422 p.ISBN: 073520179X.Subject(s): MARKETING | PROFESSIONAL FIRMS | CLIENT RELATIONSHIPS | MARKETING
|Item type||Home library||Call number||Status||Date due||Item reserves|
|Book||New Zealand||224 MAR 2ed (Browse shelf)||Available|
The marketing of professional services ; Twelve keys to effective professional services marketing ; Delivering quality service ; Building and reinforcing the firm's marketing efforts ; Acquiring and using marketing information ; Strategic planning and organization ; Segmenting, selecting, and appealing to markets ; Understanding the individual client ; The service mix ; Pricing professional services ; Making services accessible ; Integrated marketing communications ; Marketing services on-line ; Retention and relationship strategies ; Future directions of professional services marketing
Explains how marketing concepts can be applied to the issues faced by professional service organisations seeking to improve practice-development programmes. Provides guidance on how to think strategically and analytically about marketing in professional service settings. Offers a grounding in marketing principles and theories. Uses examples from a variety of professions.