Professional services marketing

By: Morgan, NeilMaterial type: TextTextPublication 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 Reference Books Main Library
Reference 		Reference 658.8 MOR (Browse shelf(Opens below)) Available 008157
Total holds: 0

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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