Présentation de l'éditeur
Any professional services organisation must be capable of rapidly evolving its services to fit market needs that change at lightning speed.
Marketing Professional Services teaches readers how to work with the internal hurdles that stand between them and their potential markets. Beginning with an in-depth look at the role of marketing in any profession, the authors go on to cover the marketing process - from market analysis and service positioning, to creating a promotional mix and implementing the marketing programme.
They offer targeted advice and address the marketing needs of a wide range of professionals - including accountants, public relations specialists, lawyers, architects, medical practitioners and consultants.
Biographie de l'auteur
Philip Kotler, Ph.D is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management at Northwestern. He is the author of multiple titles including Marketing Management 5e, Principles of Marketing 8e, and the most recent trade title Kotler on Marketing.Paul Bloom, Ph.D is Professor of Marketing at the University of North Carolina. He also consults and is active in the America Marketing Association.Thomas Hayes, Ph.D is a Professor of Marketing at Xavier University, Ohio.
