ABSTRACT

Concise Encyclopedia of Professional Services Marketing provides readers with a detailed account of the concepts and strategies necessary to successfully market professional services and grow a business. Complete with practical information relevant to a wide range of professionals--including accountants, architects, attorneys, consultants, dentists, engineers, and physicians--this guidebook is an indispensable reference for anyone looking to learn the concepts and applications needed to market professional services.

In addition to essay-length articles arranged from A to Z, and detailed expositions of both the theories and practical techniques necessary to formulating and executing a successful marketing plan, Concise Encyclopedia of Professional Services Marketing contains an appendix of information on launching a multimedia advertising campaign, with special focus on effective website design and other contemporary media formats. For anyone creating their own business or looking to expand an already existing one, Concise Encyclopedia of Professional Services Marketing is a comprehensive and vital reference.

chapter |1 pages

Access

chapter |2 pages

Active Listening

chapter |1 pages

Adoption Process

chapter |2 pages

Advertising Message

chapter |2 pages

Atmosphere

chapter |3 pages

Attitude Measurement

chapter |1 pages

Benefits of Marketing

chapter |1 pages

Brand Equity

chapter |2 pages

Branding Decisions

chapter |2 pages

Budgets

chapter |1 pages

Client/Patient Analysis

chapter |3 pages

Clients'/Patients' Service

chapter |1 pages

Communication Methods

chapter |2 pages

Communication Process

chapter |1 pages

Competition

chapter |3 pages

Competitive Advantage

chapter |1 pages

Costs to Target Audience

chapter |1 pages

Data Collection

chapter |3 pages

Database Marketing

chapter |1 pages

Demographics

chapter |1 pages

Direct Marketing

chapter |2 pages

Environmental Scanning

chapter |2 pages

Exchange

chapter |2 pages

Facility Design

chapter |1 pages

Family Life Cycle

chapter |2 pages

Fee Level Decisions

chapter |2 pages

Geodemographics

chapter |2 pages

Grid Analysis

chapter |2 pages

Implementation

chapter |3 pages

Internal Marketing

chapter |3 pages

Location Analysis

chapter |2 pages

Market Exposure Decisions

chapter |1 pages

Market Potential

chapter |1 pages

Market Segmentation

chapter |2 pages

Marketing

chapter |2 pages

Marketing Communications

chapter |1 pages

Marketing Mix

chapter |1 pages

Marketing Orientation

chapter |2 pages

Marketing Plan

chapter |1 pages

Marketing Planning

chapter |2 pages

Marketing Research

chapter |1 pages

Mass Communication Media

chapter |1 pages

Measurement

chapter |2 pages

Media Decisions

chapter |2 pages

Message Content

chapter |2 pages

Moments of Truth

chapter |3 pages

New Service Development

chapter |2 pages

Niche Marketing

chapter |3 pages

Objective Areas

chapter |2 pages

Objectives

chapter |2 pages

Organization Structure

chapter |1 pages

Planning Audits

chapter |2 pages

Positioning

chapter |3 pages

Primary Data

chapter |2 pages

Product Market Analysis

chapter |2 pages

Promotion Budget

chapter |1 pages

Promotional Mix

chapter |1 pages

Publicity

chapter |3 pages

Questionnaire

chapter |2 pages

Research Design

chapter |2 pages

Research Methodology

chapter |2 pages

Revenue/Cost Controls

chapter |1 pages

Sampling

chapter |3 pages

Scales

chapter |4 pages

Secondary Data

chapter |1 pages

Service Offerings

chapter |1 pages

Services Portfolio

chapter |1 pages

Service Strategy

chapter |3 pages

Survey Research

chapter |2 pages

SWOT Analysis

chapter |1 pages

Target Audience