Book: Hardcover | 6.25 x 9.29in | 432 pages | ISBN 9780735201798 | 01 Apr 2002 | Prentice Hall Press | Adult
About the Authors
Preface
Chapter 1: The Marketing of Professional Services
Chapter 2: Twelve Keys to Effective Professional Services Marketing
Chapter 3: Delivering Quality Service
Chapter 4: Building and Reinforcing the Firm's Marketing Efforts
Chapter 5: Acquiring and Using Marketing Information
Chapter 6: Strategic Planning and Organization
Chapter 7: Segmenting, Selecting, and Appealing to Markets
Chapter 8: Understanding the Individual Client
Chapter 9: The Service Mix
Chapter 10: Pricing Professional Services
Chapter 11: Making Services Accessible
Chapter 12: Integrated Marketing Communications
Chapter 13: Marketing Services On-line
Chapter 14: Retention and Relationship Strategies
Chapter 15: Future Directions of Professional Services Marketing
Index
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