Professional Service Marketing ("The Business Bible" Comprehensive Update Edition)

Author: Philip Kotler
Publisher:
Publish Date: 2003-08-01
Features: Over the past 20 years, marketing has undergone tremendous changes, but the biggest changes have occurred in various professional fields. In these fields, professional service marketing was once considered inappropriate or even unethical, but now professionals view it as a means of success. Accountants, lawyers, management consultants, engineers, doctors, and other professional service providers have shown great interest in it. Conversely, marketing has also had a profound and lasting impact on these fields. Professional Service Marketing, Second Edition, has been thoroughly revised to reflect the revolutionary changes sweeping across all professional service fields since the first edition. This classic work's new edition includes the following chapters: 12 Key Points for Effective Professional Service Marketing, Providing High-Quality Service, Obtaining and Using Marketing Information, Online Marketing, Market Segmentation, Market Selection and Positioning, Understanding the Individual Customer, Professional Service Pricing, Making Services Accessible, Integrated Marketing Communications, Customer Retention and Customer Relationship Strategies.