Marketing Professionnal Services

Philip Kotler

422 pages, parution le 24/10/2002 (2^eme édition)

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Résumé

From market analysis and service positioning to creating a promotion mix and implementing the marketing program - everything a professional service provider needs to succeed in today's competitive environment...
Like the classic first edition, Marketing Professional Services, L Second Edition provides guidance on how to think strategically and analytically about marketing in professional service settings. Going beyond theory, it offers a solid understanding of usable marketing principles that can be easily applied with profitable results.
Over the past 20 years, many of the barriers to promotion and advertising in the professions have disappeared. Today, professionals are free to promote their services in any media and to any extent they choose. This newfound freedom has sparked intense competition in almost every profession, from health care to accounting to law, and the survival of many professional service organizations now hinges on their ability to compete. This fully updated edition of Marketing Professional Services will help all professionals effectively market their services and thrive in this era of intense competition.
Among the essential topics covered are the importance of strategic planning and focusing on key market segments, the role of the Internet in marketing, as well as the often-overlooked impact of integrating marketing throughout the organization right down to the details of telephone systems, office layout, furnishings, lighting and other amenities.
Unlike the marketing of conventional goods and services, marketing professional services poses distinct issues and problems. Recognizing the needs of the professional service marketer, this essential work provides sound, in-depth advice,
and specific strategies and techniques designed especially for professional service providers.

Contents

The Marketing of professional services
Twelve keys to effective professional services
Delivering quality service
Building and reinforcing the firm's marketing efforts
Acquiring and using marketing information
Strategic planning and organization
Segmenting, selecting, and appealing to markets
Understanding the individual client
The service mix
Pricing professional services
Making services accessible
Integrated marketing communications
Marketing services on-line
Retention and relationship strategies
Future directions of professional services marketing

L'auteur - Philip Kotler

Philip Kotler est le plus réputé des Professeurs en Marketing, tant en Europe qu'aux USA. Auteur de gros manuels célèbres, il livre ici la synthèse de son savoir.

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Prentice Hall
Auteur(s)	Philip Kotler
Parution	24/10/2002
Édition	2^eme édition
Nb. de pages	422
Format	15,5 x 23,5
Couverture	Broché
Poids	840g
Intérieur	Noir et Blanc
EAN13	9780735201798