Concise encyclopedia of professional services marketing:
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
New York, NY [u.a.]
Routledge
2009
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Item Description: | Includes bibliographical references and index |
| Physical Description: | IX, 166 S. |
| ISBN: | 9780789036902 |
Staff View
MARC
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Record in the Search Index
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|---|---|
| adam_text | Contents
Preface xl
Acknowledgments xiii
Access I
Active Listening 2
Adoption Process 4
Advertising Message S
Atmosphere 7
Attitude Measurement 9
Benefits of Marketing 12
Brand Equity 11
Branding Decisions 14
Budgets 16
Business Development (Rainmaking) IS
Client/Patient Analysis 20
Clients/Patients Behavior 21
Clients/Patients Satisfaction 23
Clients/Patients Service 24
vi Contents
Communication Methods 27
Communication Process 28
Competition 30
Competitive Advantage 31
Controlling Marketing Activities 34
Costs to Target Audience 36
Data Collection 37
Data Collection and Analysis 38
Database Marketing 39
Demographics 42
Descriptive (Quantitative) Research 43
Direct Marketing 45
Environmental Scanning 46
Exchange 48
Exploratory (Qualitative) Research 50
Facility Design 54
Family Life Cycle 56
Fee Level Decisions 57
Geodemographics 59
Grid Analysis 61
Implementation 63
Improving Customer Perceptions of Service Quality 65
Contents vii
Internal Marketing 66
Location Analysis 69
Market Exposure Decisions 72
Market Potential 74
Market Segmentation 75
Marketing 76
Marketing Communications 78
Marketing Mix 80
Marketing Orientation 81
Marketing Plan 82
Marketing Planning 84
Marketing Research 85
Mass Communication Media 87
Measurement 88
Media Decisions °
Message Content ^1
Moments of Truth ^3
New Service Development °$
New Service Pricing Decisions
Niche Marketing 10°
Objective Areas
Objectives 105
viii Contents
Organization and Program Life Cycles 107
Organization Structure 108
Performance Evaluation and Control 110
Planning Audits 112
Positioning 113
Primary Data 115
Product Market Analysis 118
Product Positioning Strategies 120
Promotion Budget 122
Promotional Mix 124
Publicity 125
Quality- and Value-Based Marketing 126
Questionnaire 127
Research Design 130
Research Methodology 132
Revenue/Cost Controls 134
Sampling 136
Scales 137
Secondary Data 140
Service Offerings 144
Services Portfolio 145
Service Strategy 146
Contents ix
Survey Research 147
SWOT Analysis 150
Target Audience 152
Appendix: Tips for Creating Effective Advertisements 153
To Create Effective Ads 153
To Create Effective Print Ads 154
To Create Effective Newspaper Ads 155
To Create Effective Radio Ads 155
To Create Effective Television Ads 156
To Create Effective Direct-Response Advertising 157
To Create Effective Direct-Mail Advertising 157
To Create Effective Direct Response Radio Advertising 159
To Create Effective Outdoor Advertising 159
To Create Effective Brochures 160
To Create Effective Directory (Yellow Page) Advertising 160
To Create Effective Web Sites 161
Index 163
|
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| author | Clow, Kenneth E. Stevens, Robert E. 1942- |
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| author_role | aut aut |
| author_sort | Clow, Kenneth E. |
| author_variant | k e c ke kec r e s re res |
| building | Verbundindex |
| bvnumber | BV035300163 |
| callnumber-first | H - Social Science |
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| callnumber-subject | HF - Commerce |
| classification_rvk | QP 600 |
| ctrlnum | (OCoLC)213446348 (DE-599)BVBBV035300163 |
| dewey-full | 658.8003 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8003 |
| dewey-search | 658.8003 |
| dewey-sort | 3658.8003 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Book |
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| id | DE-604.BV035300163 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-09T21:30:46Z |
| institution | BVB |
| isbn | 9780789036902 |
| language | English |
| lccn | 2008044656 |
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| physical | IX, 166 S. |
| publishDate | 2009 |
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| publishDateSort | 2009 |
| publisher | Routledge |
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| spelling | Clow, Kenneth E. Verfasser aut Concise encyclopedia of professional services marketing Kenneth E. Clow and Robert E. Stevens New York, NY [u.a.] Routledge 2009 IX, 166 S. txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index Marketing Encyclopedias Dienstleistung (DE-588)4012178-1 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf (DE-588)4014986-9 Enzyklopädie gnd-content (DE-588)4066724-8 Wörterbuch gnd-content Dienstleistung (DE-588)4012178-1 s Marketing (DE-588)4037589-4 s DE-188 Stevens, Robert E. 1942- Verfasser (DE-588)124273645 aut Erscheint auch als Online-Ausgabe 978-0-203-88471-3 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017105041&sequence=000004&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Clow, Kenneth E. Stevens, Robert E. 1942- Concise encyclopedia of professional services marketing Marketing Encyclopedias Dienstleistung (DE-588)4012178-1 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4012178-1 (DE-588)4037589-4 (DE-588)4014986-9 (DE-588)4066724-8 |
| title | Concise encyclopedia of professional services marketing |
| title_auth | Concise encyclopedia of professional services marketing |
| title_exact_search | Concise encyclopedia of professional services marketing |
| title_full | Concise encyclopedia of professional services marketing Kenneth E. Clow and Robert E. Stevens |
| title_fullStr | Concise encyclopedia of professional services marketing Kenneth E. Clow and Robert E. Stevens |
| title_full_unstemmed | Concise encyclopedia of professional services marketing Kenneth E. Clow and Robert E. Stevens |
| title_short | Concise encyclopedia of professional services marketing |
| title_sort | concise encyclopedia of professional services marketing |
| topic | Marketing Encyclopedias Dienstleistung (DE-588)4012178-1 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Marketing Encyclopedias Dienstleistung Marketing Enzyklopädie Wörterbuch |
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