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Marketing professional services : forward-thinking strategies for boosting your business, your image, and your profits

Title: Marketing professional services : forward-thinking strategies for boosting your business, your image, and your profits / Philip Kotler, Thomas Hayes, Paul N. Bloom.
Author: Kotler, Philip.
Publication: Paramus, NJ : Prentice Hall, [2002], ©2002.

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Status	Format	Access	Call Number	Item Location
Request for On-site Use Request Scan How do I pick up this item and when will it be ready?	Text	Request in advance	HD8038.A1 K67 2002	Off-site

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Description

x, 422 pages : illustrations; 24 cm

Summary

"Marketing Professional Services, Second Edition has been completely revised to reflect the revolution that has swept the professional services sector since its original publication."--BOOK JACKET.

Subject

Professions > Marketing

Bibliography (note)

Includes bibliographical references and indexes.

Contents

Ch. 1. The Marketing of Professional Services -- Ch. 2. Twelve Keys to Effective Professional Services Marketing -- Ch. 3. Delivering Quality Service -- Ch. 4. Building and Reinforcing the Firm's Marketing Efforts -- Ch. 5. Acquiring and Using Marketing Information -- Ch. 6. Strategic Planning and Organization -- Ch. 7. Segmenting, Selecting, and Appealing to Markets -- Ch. 8. Understanding the Individual Client -- Ch. 9. The Service Mix -- Ch. 10. Pricing Professional Services -- Ch. 11. Making Services Accessible -- Ch. 12. Integrated Marketing Communications -- Ch. 13. Marketing Services On-line -- Ch. 14. Retention and Relationship Strategies -- Ch. 15. Future Directions of Professional Services Marketing.

ISBN

073520179X

LCCN

2001056024

OCLC

ocm48434994
SCSB-4271577

Owning Institutions

Columbia University Libraries