MARC Record from marc_columbia

LEADER: 06529cam a2200913 i 4500
001 15093765
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008 131029s1993 nyua ob 001 0 eng d
035 $a(OCoLC)ocn861692061
035 $a(NNC)15093765
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019 $a637242952$a645913532$a862049210$a1100694894$a1124375969$a1240474707
020 $a9781317953166$q(electronic bk.)
020 $a1317953169$q(electronic bk.)
020 $a9781317953159$q(e-book)
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020 $z156024240X
020 $z9781560242406
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035 $a(OCoLC)861692061$z(OCoLC)637242952$z(OCoLC)645913532$z(OCoLC)862049210$z(OCoLC)1100694894$z(OCoLC)1124375969$z(OCoLC)1240474707
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050 4 $aHD8038.A1$bC73 1993eb
055 10 $aHD8038 A1$bC73 1993
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049 $aZCUA
100 1 $aCrane, Frederick G.$q(Frederick Gerard),$d1956-
245 10 $aProfessional services marketing :$bstrategy and tactics /$cF.G. Crane.
264 1 $aNew York :$bHaworth Press,$c[1993]
264 4 $c©1993
300 $a1 online resource (xiii, 131 pages) :$billustrations
336 $atext$btxt$2rdacontent
337 $acomputer$bc$2rdamedia
338 $aonline resource$bcr$2rdacarrier
490 1 $aHaworth marketing resources
504 $aIncludes bibliographical references and index.
506 $3Use copy$fRestrictions unspecified$2star$5MiAaHDL
533 $aElectronic reproduction.$b[Place of publication not identified] :$cHathiTrust Digital Library,$d2010.$5MiAaHDL
538 $aMaster and use copy. Digital master created according to Benchmark for Faithful Digital Reproductions of Monographs and Serials, Version 1. Digital Library Federation, December 2002.$uhttp://purl.oclc.org/DLF/benchrepro0212$5MiAaHDL
583 1 $adigitized$c2010$hHathiTrust Digital Library$lcommitted to preserve$2pda$5MiAaHDL
588 0 $aPrint version record.
505 0 $aCover; Half Title; Title Page; Copyright Page; Dedication; Table of Contents; Preface; Chapter One: Understanding the Marketing Concept; Defining Marketing; The Production, Sales, and Marketing Eras; The Six Key Steps in the Marketing Process; The Marketing Mix; The Marketing Environment; Target Marketing vs. Mass Marketing; Market Segmentation; Summary; Chapter Two: Professional Services Marketing; Defining Professional Services; Characteristics of Professional Services; The Marketing Mix for Professional Services--The Seven P's; Preface for Professional Services Marketing; Summary.
505 8 $aChapter Three: The Anatomy of a Professional Services Marketing PlanWhy a Marketing Plan?; The Internal Marketing Audit; The Environmental Scan; SWOT Analysis; Marketing Objectives; Understanding Marketing Strategy; The Marketing Program; Effectively Implementing Marketing Programs; Marketing Planning vs. Execution; Sales/Profit Forecasts and Marketing Budget; Control and Evaluation Measures; An Effective Marketing Plan; Summary; Chapter Four: Client Management--A Critical Tool; Impression Management; Internal Marketing; Relationship Marketing; Synchromarketing.
505 8 $aUsing Research to Develop and Maintain a Client Management ProgramWhat Clients Really Want from Professional Services Providers; Summary; Chapter Five: Promoting Professional Services; The Promotional Mix; Product (Service) vs. Corporate Advertising; Guidelines for Television Advertising; Guidelines for Radio Advertising; Guidelines for Print Advertising; Guidelines for Direct Mail; Preparing the Promotional Mix; Summary; Chapter Six: Managing in a Professional Services Environment; Marketing as a Management Tool; The Fundamentals of Managing in a Professional Services Environment.
505 8 $aTime ManagementSummary; Chapter Seven: Trade Area Analysis, Site Selection, and Facility Design; Trade Area Analysis; Site Selection; Facility Design; Relocation; Summary; Chapter Eight: Communication--The Key to Success in Professional Services Marketing; Barriers to Communication; Characteristics of Good Communicators; Nonverbal Communication; Communication by Type of Personnel in Professional Services Marketing; Internal Communications; Client Complaints; Summary; Chapter Nine: Professional Services Marketing in the Future; Index.
520 $aThe days of professionals simply hanging a shingle and waiting for clients to beat a path to the door are long gone. The marketplace is crowded with new service professionals of all types--from CPAs and attorneys to health care providers and competing service organizations. Professionals must realize that their services, no matter how good they are, simply will not sell themselves. Services marketing is the key to the game and here is the most concise, easy-to-understand, jam-packed source of services marketing. Professional Services Marketing provides a very readable and simple intro.
650 0 $aProfessions$xMarketing.
650 6 $aProfessions libérales$xMarketing.
650 7 $aBUSINESS & ECONOMICS$xIndustrial Management.$2bisacsh
650 7 $aBUSINESS & ECONOMICS$xManagement.$2bisacsh
650 7 $aBUSINESS & ECONOMICS$xManagement Science.$2bisacsh
650 7 $aBUSINESS & ECONOMICS$xOrganizational Behavior.$2bisacsh
650 7 $aProfessions$xMarketing.$2fast$0(OCoLC)fst01078572
650 7 $aDienstleistung$2gnd
650 7 $aMarketing$2gnd
650 17 $aMarketing.$2gtt
650 17 $aDienstensector.$2gtt
653 0 $aManagement and Business Administration
653 0 $aProfessions$aMarketing
655 4 $aElectronic books.
776 08 $iPrint version:$aCrane, F.G. (Frederick Gerard).$tProfessional services marketing$z156024240X$w(DLC) 91036043$w(OCoLC)24501746
830 0 $aHaworth marketing resources.
856 40 $uhttp://www.columbia.edu/cgi-bin/cul/resolve?clio15093765$zTaylor & Francis eBooks
852 8 $blweb$hEBOOKS