E-Book Overview
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.
E-Book Content
Concise Encyclopedia of Professional Services Marketing
Concise Encyclopedia of Professional Services Marketing
Kenneth E. Clow and Robert E. Stevens
New York
London
First published 2009 by Routledge 270 Madison Ave, New York, NY 10016 Simultaneously published in the UK by Routledge 2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN
Routledge is an imprint of the Taylor & Francis Group, an informa business This edition published in the Taylor & Francis e-Library, 2008.
“To purchase your own copy of this or any of Taylor & Francis or Routledge’s collection of thousands of eBooks please go to www.eBookstore.tandf.co.uk.” © 2009 Taylor & Francis All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers. Trademark Notice: Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe. Library of Congress Cataloging in Publication Data Clow, Kenneth E. Concise encyclopedia of professional services marketing / by Kenneth E. Clow and Robert E. Stevens. p. cm. Includes bibliographical references and index. 1. Marketing—Encyclopedias. I. Stevens, Robert E., 1942– II. Title. HF5415.C5423 2009 658.8003—dc22 2008044656 ISBN 0-203-88471-X Master e-book ISBN
ISBN10: 0-7890-3690-8 (hbk) ISBN10: 0-203-88471-x (ebk) ISBN13: 978-0-7890-3690-2 (hbk) ISBN13: 978-0-203-88471-3 (ebk)
Contents
Preface Acknowledgments
xi xiii
Access
1
Active Listening
2
Adoption Process
4
Advertising Message
5
Atmosphere
7
Attitude Measurement
9
Benefits of Marketing
12
Brand Equity
13
Branding Decisions
14
Budgets
16
Business Development (Rainmaking)
18
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