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Professional services marketing

By: Morgan, NeilMaterial type: Text

TextPublication details: Oxford ; Boston : Butterworth-Heinemann, 1991Description: viii, 226 p. : illustrationsISBN: 9780750600903; 075060090XSubject(s): Professions - Marketing | Marketing | Service sectorDDC classification: 658.8

Contents:

Part 1 - Marketing and the professions: 1. introduction to marketing;-- 2. marketing in professional service firms.-- Part 2 - Market analysis and information: 3. market analysis;-- 4. marketing information and research.-- Part 3 - Strategic market planning: 5. strategic marketing of professional services;-- 6. developing a strategic marketing plan;-- 7. environmental analysis;-- 8. strategy alternatives.-- Part 4 - Marketing communications: 9. marketing communications and advertising;-- 10. marketing communications : personal selling and firm image.-- Part 5 - Making marketing happen: 11. developing a market orientation;-- 12. marketing and quality.

Summary: Part of a series designed, developed and progressively updated to support students studying for the Chartered Institute of Marketing's certificate and diploma qualifications. The book should enable the reader to appreciate existing problems and make marketing strategies accessible.

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode	Item holds
Reference Books	Main Library Reference	Reference	658.8 MOR (Browse shelf(Opens below))	Available		008157

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Previous	658.8 MAR Marketing Management : A South Asian Perspective	658.8 MAR Marketing	658.8 MER Marketing strategy : the challenge of the external environment	658.8 MOR Professional services marketing	658.8 NOR Marketing management : a European perspective	658.8 OLD Marketing Environment 1999-2000	658.8 OLD Marketing environment 2007-2008	Next

Including Index.

"Published in association with the Chartered Institute of Marketing."

Part 1 - Marketing and the professions:
1. introduction to marketing;--
2. marketing in professional service firms.--
Part 2 - Market analysis and information:
3. market analysis;--
4. marketing information and research.--
Part 3 - Strategic market planning:
5. strategic marketing of professional services;--
6. developing a strategic marketing plan;--
7. environmental analysis;--
8. strategy alternatives.--
Part 4 - Marketing communications:
9. marketing communications and advertising;--
10. marketing communications : personal selling and firm image.--
Part 5 - Making marketing happen:
11. developing a market orientation;--
12. marketing and quality.

Part of a series designed, developed and progressively updated to support students studying for the Chartered Institute of Marketing's certificate and diploma qualifications. The book should enable the reader to appreciate existing problems and make marketing strategies accessible.

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