Professional services marketing

Morgan, Neil.

Professional services marketing - Oxford ; Boston : Butterworth-Heinemann, 1991. - viii, 226 p. : illustrations ;

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.

9780750600903 075060090X


Professions - Marketing.
Marketing.
Service sector.

658.8 / MOR

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