Professional Services Marketing by William Winston
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Professional Services Marketing
By William Winston

Professional Services Marketing

Strategy and Tactics

By (author) See other recent books by William Winston See other recent books by Frederick G. Crane
Format: Paperback

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Professional Services Marketing by William Winston

Book Description

The 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 introduction to the marketing process for the professional service environment. It gives professionals an inexpensive way to successfully develop a strong client base and grow in a competitive marketplace. Using a step-by-step approach, this new book provides both strategic and tactical guidance for both the new and seasoned marketing careerist. Distinguished expert and international authority Fred Crane offers a realistic overview of the marketing process and discusses the characteristics and difficulties involved in marketing and managing professional services. He provides solutions to those challenges starting with a marketing plan, moving through client management, and the marketing audit. Professional Services Marketing discusses management principles and examines implications for site analysis, physical analysis and facility design. It explores the true meaning of communication in the professional service arena and what this means for the bottom line. A plus for professionals new to the marketing field, this practical book gives examples of professional services marketing ideas that have been put into practice successfully. Professional Services Marketing can be read in a single afternoon yet retains an encyclopedic breadth of vision and covers every major issue in the field. Specialists have already praised the work as essential and unique in the literature. It deserves consideration not only as a guide for established professionals but also as a basic text for future professionals as they prepare for their fields. Truly a practical guidebook for any professional, Professional Services Marketing shows you: * a "cookbook" approach to designing a marketing plan that is easily followed * how to take advantage of impression management and what it really means * when to apply professional services marketing ideas that can be put to work almost immediately * when to undertake internal marketing * where to apply relationship marketing * how to apply synchromarketing All professionals, from architects to veterinarians, will find valuable tips on marketing in this new book. Members in professional associations involved in training and professional development will also find helpful strategies for expanding their marketing capabilities, as will those teaching services and professional services courses in colleges and universities.

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Book Details

ISBN: 9781560242413
ISBN-10: 1560242418
Format: Paperback
(216mm x 156mm x 11mm)
Pages: 146
Imprint: Routledge Member of the Taylor and Francis Group
Publisher: Taylor & Francis Inc
Publish Date: 20-Jan-1993
Country of Publication: United States

Other Editions...

Books By Author William Winston

Consumer Satisfaction in Medical Practice by William Winston Consumer Satisfaction in Medical Practice, Hardback (August 1999)

A guide for physicians and other decision makers in health care to providing the services customers want. Among the suggestions are remembering that office budgets and profits for practitioners exist to help offer better health care, creating a consumer's bill of rights, sending out newsletters and announcements of staff or hour changes, and incorp

» View all books by William Winston


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