Description - Professional Services Marketing by William Winston
This text provides an introduction to the major issues and concepts in professional service marketing. "Professional Services Marketing" provides both strategic and tactical guidance to professionals new to marketing. Author Fred Crane offers a realistic overview of the marketing process and discusses the characteristics and difficulties involved in marketing and managing professional services. He details solutions to those problems by offering framework for completing a marketing plan, shows how client management can be simplified, and demonstrates how promotion can be used effectively.
A practical guidebook for any students intent on entering a professional field, such as law, engineering, dentistry, or accounting, "Professional Services Marketing" offers a "cookbook" approach to designing a marketing plan that is easily followed; shows how to conduct a quality of work life study as well as how to conduct client research; provides liberal examples of the concepts in action; shows how impression management, international marketing, relationship marketing and synchromarketing can overcome many of the problems encountered in marketing professional services; and aids professionals in solving many of their own problems without the expensive assistance of outside experts.
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