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Index
Book Cover
Title
Copyright
Contents
Preface
Acknowledgments
Access
Active Listening
Adoption Process
Advertising Message
Atmosphere
Attitude Measurement
Benefits of Marketing
Brand Equity
Branding Decisions
Budgets
Business Development (Rainmaking)
Client/Patient Analysis
Clients’/Patients’ Behavior
Clients’/Patients’ Satisfaction
Clients’/Patients’ Service
Communication Methods
Communication Process
Competition
Competitive Advantage
Controlling Marketing Activities
Costs to Target Audience
Data Collection
Data Collection and Analysis
Database Marketing
Demographics
Descriptive (Quantitative) Research
Direct Marketing
Environmental Scanning
Exchange
Exploratory (Qualitative) Research
Facility Design
Family Life Cycle
Fee Level Decisions
Geodemographics
Grid Analysis
Implementation
Improving Customer Perceptions of Service Quality
Internal Marketing
Location Analysis
Market Exposure Decisions
Market Potential
Market Segmentation
Marketing
Marketing Communications
Marketing Mix
Marketing Orientation
Marketing Plan
Marketing Planning
Marketing Research
Mass Communication Media
Measurement
Media Decisions
Message Content
Moments of Truth
New Service Development
New Service Pricing Decisions
Niche Marketing
Objective Areas
Objectives
Organization and Program Life Cycles
Organization Structure
Performance Evaluation and Control
Planning Audits
Positioning
Primary Data
Product Market Analysis
Product Positioning Strategies
Promotion Budget
Promotional Mix
Publicity
Quality- and Value-Based Marketing
Questionnaire
Research Design
Research Methodology
Revenue/Cost Controls
Sampling
Scales
Secondary Data
Service Offerings
Services Portfolio
Service Strategy
Survey Research
SWOT Analysis
Target Audience
Appendix: Tips for Creating Effective Advertisements
Index
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