The professional adviser's guide to marketing:
Gespeichert in:
| Format: | Buch |
|---|---|
| Sprache: | Undetermined |
| Veröffentlicht: |
London
Mercury
1990
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XI, 233 S. graph. Darst. |
| ISBN: | 1852510668 |
Internformat
MARC
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| 245 | 1 | 0 | |a The professional adviser's guide to marketing |c ed. by Geoff Humphrey ... |
| 250 | |a 1. publ. | ||
| 264 | 1 | |a London |b Mercury |c 1990 | |
| 300 | |a XI, 233 S. |b graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
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| 999 | |a oai:aleph.bib-bvb.de:BVB01-002808702 | ||
Datensatz im Suchindex
| _version_ | 1804118695310524416 |
|---|---|
| adam_text | CONTENTS
Foreword: The Purpose of This Book xi
Introduction 1
Chapters
1 WHAT IS MARKETING?
by Leslie Gumbrell
Editors Preview 5
A Working Definition 5
The Development of Marketing 6
Differentiation 8
The Marketing Mix 9
Marketing a Business Philosophy 11
References 12
2 WHY DO PROFESSIONAL ADVISERS NEED MARKETING?
by Stephen Morse
Editors Preview 1 ^
Assessing the Need 13
Increased Competition 14
The Need to Identify Customers 15
The Need to Segment Clients 15
Establishing the Nature of the Product 16
Making the Client More Aware of Benefits 16
[v]
THE PROFESSIONAL ADVISER S GUIDE TO MARKETING
The Need to Make a Profit 17
The Need for Strategic Thinking 18
What Clients Want from Professional Advisers 19
Developing a Strategic Matrix 21
Managing the Whole Portfolio of Clients 22
References 24
3 TRAINING FOR THE TASK OF MARKETING
by Norman Hart
Editors Preview 25
The Need for Formal Marketing Education 2 5
Marketing Qualifications 27
Professional Marketing Education 2 7
Academic Marketing Education 29
Marketing Training 30
Marketing Subject Areas 33
Marketing Associations 39
Recruiting New Staff 39
Recommended Reading List 41
Marketing Organisations 42
Training Organisations 42
Marketing Publications 43
4 ANALYSING THE POTENTIAL MARKET
by Christopher West
Editors Preview 45
Why Analyse Markets? 45
Data for Strategy Formulation 47
Research vs Sales Prospecting 51
Methods of Data Collection 5 3
Problems Encountered When Researching Professional Markets 59
Data Collection Services 62
The Value of Research 63
Conclusion 64
Further Reading 64
[vi]
Contents
5 ANALYSING STRENGTHS AND WEAKNESSES
by Ian R. Brown
Editors Preview 65
Making an Honest Appraisal 65
The Nature of a Professional Service Business 67
Customer Care 70
Perishability 72
Ownership 75
Intercustomer Influence 76
The Service Triangle 78
How to Gather the Information 81
References 83
6 CREATING THE BUSINESS PLAN
by Geoffrey Randall
Editors Preview 85
Why Plan? 85
The Planning Process 86
The Planning Cycle 87
Scanning the Environment 88
Who Are We? 90
Who Do We Want to Be? 90
Where Are We and Where Do We Want to Be? 91
How Shall We Get There? 93
Detailed Planning 94
Review and C ontrol 9 5
Example Business Plan 95
References 100
7 STRATEGIC MARKETING PLANNING
by Michael Brewer
Editors Preview 101
Preparation 102
The Planning Process 102
Structure of the Strategy and Plan 103
Setting Objectives 104
[vii]
THE PROFESSIONAL ADVISER S GUIDE TO MARKETING
Product Definition and Sales Planning 106
Price Setting and Sales Planning 109
Planning for Place 111
Planning for Promotion 112
References 117
8 A REVIEW OF THE COMMUNICATIONS OPTIONS
by Norman Allen
Editors Preview 119
First Principles 119
The Available Options 121
The Creative Element 124
? SELECTING SUITABLE EXTERNAL SUPPORT SERVICES
by David Farbey
Editors Preview 127
Preparing for Action 127
Advertising Agencies 131
Public Relations 135
Designers and Art Studios 138
Printers 138
Mailing Houses 138
Other Services 139
The Media 139
Using External Support Services 140
Some Helpful Names and Addresses 143
HOW TO ASSESS AND ANALYSE RESULTS
by Richard N. Skinner
Editors Preview 145
The Need to Measure Results 145
Internal Analysis 147
External Research 15 5
Internal and External Measurements in Combination 15 7
[ viii ]
Contents
11 MARKETING IN PRACTICE FOR CONSULTING ENGINEERS
AND OTHER PROFESSIONAL ADVISERS IN THE
INDUSTRIAL SECTOR
Part 1 by Stephen Morse
Part 2 by Nigel Dearsly
Editors Preview 159
Part 1 — Industrial Marketing Techniques 159
Part 2 How a Marketing Approach Can Be of Benefit 165
References and Further Reading 169
12 MARKETING IN PRACTICE FOR ACCOUNTANTS
by Keith Lindsay
Editors Preview 171
Introduction 171
Importance of a Planned Approach 172
Which Markets to Consider 173
Keeping Tabs on Competitors 175
Establishing Target Markets 17 5
How Best to Access the Chosen Markets 177
Promotional Activities to Attract New Clients 180
The Value of Outside Assistance 184
In Conclusion 185
13 MARKETING IN PRACTICE FOR SOLICITORS
by Robert Hall
Editors Preview 187
What Is Meant By Marketing for Solicitors 187
A Changing Environment 189
The Need to Plan 190
Developing the Competitive Strategy 191
Involving the Management Team 193
What Should a Solicitor Be Marketing? 194
The Provision of Resources • 9 5
Review Machinery 196
The Need to Market l98
Constraints
Conclusions 199
[ix]
THE PROFESSIONAL ADVISER S GUIDE TO MARKETING
14 MARKETING IN PRACTICE FOR FINANCIAL SERVICES
by Kevin Gavaghan
Editors Preview 201
Marketing Financial Services 201
The Marketing Pentagram 203
Six Pressures to Innovate 205
Significant Social Changes 208
Free Banking an Early Recognition of Change 213
Three Case Histories 214
In Summary 224
Reference 225
Index 227
[x]
|
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| id | DE-604.BV004565822 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T16:14:23Z |
| institution | BVB |
| isbn | 1852510668 |
| language | Undetermined |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-002808702 |
| oclc_num | 477209745 |
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| physical | XI, 233 S. graph. Darst. |
| publishDate | 1990 |
| publishDateSearch | 1990 |
| publishDateSort | 1990 |
| publisher | Mercury |
| record_format | marc |
| spelling | The professional adviser's guide to marketing ed. by Geoff Humphrey ... 1. publ. London Mercury 1990 XI, 233 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier markedsføring Unternehmensberatung (DE-588)4078592-0 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Unternehmensberatung (DE-588)4078592-0 s Marketing (DE-588)4037589-4 s DE-604 Humphrey, Geoff Sonstige oth HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=002808702&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | The professional adviser's guide to marketing markedsføring Unternehmensberatung (DE-588)4078592-0 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4078592-0 (DE-588)4037589-4 |
| title | The professional adviser's guide to marketing |
| title_auth | The professional adviser's guide to marketing |
| title_exact_search | The professional adviser's guide to marketing |
| title_full | The professional adviser's guide to marketing ed. by Geoff Humphrey ... |
| title_fullStr | The professional adviser's guide to marketing ed. by Geoff Humphrey ... |
| title_full_unstemmed | The professional adviser's guide to marketing ed. by Geoff Humphrey ... |
| title_short | The professional adviser's guide to marketing |
| title_sort | the professional adviser s guide to marketing |
| topic | markedsføring Unternehmensberatung (DE-588)4078592-0 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | markedsføring Unternehmensberatung Marketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=002808702&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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