Marketing Professional Services, Revised

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

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

  • ISBN-13: 9780735201798
  • Publisher: Penguin Group (USA)
  • Publication date: 3/26/2002
  • Edition description: REVISED
  • Edition number: 2
  • Pages: 432
  • Product dimensions: 6.28 (w) x 9.30 (h) x 1.44 (d)

Table of Contents

About the Authors
Preface
Ch. 1 The Marketing of Professional Services 1
Ch. 2 Twelve Keys to Effective Professional Services Marketing 23
Ch. 3 Delivering Quality Service 37
Ch. 4 Building and Reinforcing the Firm's Marketing Efforts 57
Ch. 5 Acquiring and Using Marketing Information 79
Ch. 6 Strategic Planning and Organization 123
Ch. 7 Segmenting, Selecting, and Appealing to Markets 175
Ch. 8 Understanding the Individual Client 207
Ch. 9 The Service Mix 235
Ch. 10 Pricing Professional Services 267
Ch. 11 Making Services Accessible 297
Ch. 12 Integrated Marketing Communications 319
Ch. 13 Marketing Services On-line 357
Ch. 14 Retention and Relationship Strategies 387
Ch. 15 Future Directions of Professional Services Marketing 405
Index 417
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Customer Reviews

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  • Anonymous

    Posted September 17, 2002

    Highly Recommended!

    As any self-employed lawyer, consultant or accountant knows, selling services can be much tougher than selling widgets. The major professional service firms employ huge marketing staffs whose job is to convince potential clients that they need the company¿s expertise, and to differentiate that expertise from all other competitors. Three marketing professors ¿ Philip Kotler, Thomas Hayes and Paul N. Bloom ¿ have distilled the strategies and techniques designed to accomplish this daunting task into this comprehensive text, which we from getAbstract recommend to anyone running their own services firm and to all those charged with marketing the majors.

    Was this review helpful? Yes  No   Report this review
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