A Relationship Marketing Perspective for Direct Marketing in the Legal Services Industry

ABSTRACT

The concepts of relationship marketing art: merged with concepts from direct marketing to provide an integrated view of direct marketing. This combined literature is then applied to the specific case of legal services marketing. It appears that the combined literature can he usefully applied to professional services, in general, and holds promise for strengthening marketing efforts in this area.     

The Marketing of Services

No abstract available for this article.     

Ethical Issues in Australian Marketing Research Services

Abstract

The study focuses on Australian marketing research professionals' perceptions toward ethics in the marketing research profession and research services. These perceptions are specifically related to the ethical environment, ethical guidance, and leadership responsibility, factors leading to unethical marketing research practices and ethical climate characteristics. Overall findings underscore the importance of the role of management in setting the ethical tone and developing an appropriate frame of reference for ethical conduct and guidance in Australian marketing research.     

The Marketing of Professional Services

The recognition by professional services firms of the need to become marketing-orientated and apply marketing techniques is of recent origin. Yet their need to identify, anticipate and satisfy client requirements profitably, rather than passively wait for clients to request their services, is overwhelming. The professional services provided by such specialists as accountants, advertising agents, banks, computer consultancies, consulting engineers, and management consultants are highly people intensive. Consequently, there is more room for individual discretion, eccentricity, delay and error. This article argues that professional services companies can systematically plan the marketing of their services so that they can provide value satisfactions that will create and keep their clients and produce profits.     

首届中国市场研究行业执行峰会在北京隆重举行

<正>经过近20年的发展,目前国内调研公司总数已超过1500家,其中各地代理执行公司超过1000家,在国内一、二级城市,出现了一批年收入超过500万的代理执行公司。     

Marketing of Recycling Services:

While some research studies have investigated recycling, little work has been done in the area of marketing of recycling behavior by those providing recycling services. This study looks at the effects of different informational, convenience, and economic factors, as well as social norm effects, on recycling behavior of consumers for newspapers, aluminum containers, glass containers, and plastic containers. Results indicate that optimal strategies for inducing recycling behavior may differ depending on the materials to be recycled.     

Improving Quality in Services Marketing:

The purpose of this paper is to integrate quality improvement efforts from several disciplines into a framework that meets managers' desire for a pragmatic understanding of the choices and commitment levels involved in quality improvement. Tools are taken from total quality management, services quality, and strategic planning areas. Four distinct dimensions of improving service quality are presented with examples, and their respective benefits and toolboxes are discussed. The concluding section presents a comparative framework of the dimensions in two tables.     

The Internal Marketing of Legal Services

Law firm libraries have traditionally operated as cost centers. This article, however, focuses on marketing to increase li- brary usage and staff billable time thereby transforrn~ng the law firm library into a profit center and firm marketing resource.     

生产性服务业的发展与经济增长实证研究——以山东省为例

山东省仅在部分传统生产性服务业中有相对优势,经济增长对生产性服务业的依赖程度还不高,传统生产性服务业的贡献度高于现代生产性服务业。从目前来看,山东的经济发展主要是靠工业的驱动。按照世纪经济的一般规律来看,当人均GDP达到3 000美元之后,产业结构和消费结构都将发生重大变化,2005年山东省人均GDP达到20 096元,即将达到3000美元的水平。所以正需要生产性服务业成为山东主裁判长的新引擎。     

餐饮业体验营销研究综述

随着竞争越来越激烈,餐饮企业如何应对竞争、提升经营绩效成为重要课题。人们收入水平的提高要求在餐饮企业消费时获得更好的就餐体验,因此餐饮企业有必要进行准确的主题定位、开发餐饮文化、进行菜品开发、提升内部环境、改善就餐氛围、提高服务质量,进而实施体验营销策略,更好地满足顾客需求。文章综述了餐饮业顾客体验的含义、顾客体验的维度、顾客体验的影响因素以及顾客体验营销策略,希望为后来学者进行体验营销研究提供一定借鉴。     

手机营销在酒店行业的运用与新模式探讨

手机对于营销最大的价值,在于无可比拟的精准度及即时互动性,手机营销已成为营销专家们不容忽略的话题。以酒店行业为依托,在研究手机营销意义的基础上,分析了手机营销在酒店行业中的阶段性运用,并探讨手机营销的新模式。     

The Need for Marketing in a Demand-Intensive Service Industry

No abstract available for this article.     

中国市场研究业的巨变与未来

<正>中国的市场研究行业从诞生到现在已有20年的时间,经历了从起步、学习,到历练、成熟的阶段,取得了持续的快速发展。据CMRA2008年报告对中国市场研究行业规模的评估数据看,中国市场研究行业的营业额逐年递增,已从1998年的6.1亿元增长到了2008年的估计额61.4亿元,增长了十倍之多。从ESOMAR公布的数据看,2007年全球市场研究总收入达280多亿美元,同比增长6.5%。全球市场研究     

The Business of High Culture: Marketing the Performing Arts in Canada

Despite government funding and increasing support from corporations and private individuals, audiences for ‘high culture’ in Canada show signs of declining. Arts marketers are using increasingly sophisticated computer technology and expensive advertising channels to attract customers but are unable to stop the overall decline in either subscriber or single ticket sales. An analysis of the evolution of the Toronto arts market suggests that, contrary to the belief of most arts managers, competition between arts companies is intensifying and arts marketing must now move beyond advertising strategies suitable for a growth market and adopt competitive strategies designed to build market share at the expense of competitors.     

现代生产性服务业嵌入制造业机制研究

我国制造业与现代生产性服务业之间的发展出现了明显的失衡,这严重制约了我国产业结构的升级优化,为此需要构建和完善基于跨国公司的全球竞争机制,基于产业集群的共生机制,以及基于行业协会的协调机制等嵌入机制,来实现我国现代生产性服务业有效嵌入制造业体系,以促进它们之间持续的协调发展。但是,这些机制作用的充分发挥离不开政府的有效支持。     

Perceptions of Small Businesses Toward Professional Marketing Research Services

In spite of small businesses comprising about 97 per- cent of the business firms in the United States and perhaps being less qualified to carry out research projects themselves, professional marketing research organizations tend to concentrate their efforts on solicitin business from large firms. The present study surveyed 320 small usinesses in one SMSA to determme their level of confidence in various sup liers of marketing research services, their future re- search needs, the degree of confidence they have in their own research capability, and their preference for outside assistance. Results from the study provide information that should be useful to marketing re- search organizations wishing to penetrate this extensive small busi- ness market.     

零售业:转型期的发展障碍与营销创新

零售业是微观市场营销与宏观市场营销的统一体.日本半个世纪以来以"大店法"的形式对国内大型零售业宏观调控的经验,以及中国20世纪90年代以来大型零售业发展的失控,从正反两方面说明零售业需要宏观调控.在新形势下,零售业的内部营销在微观营销方面可以从服务产品、市场、经营方法、经营战略四个层次进行创新;而其外部营销即宏观营销方面也可以商业街为主体进行整体营销的创新.     

Telecommunications Services in Canada: The Changing Policy and Regulatory Context

This study assesses the changing policy and regulatory context for telecommunications services and their provision and use in Canada. A number of recent developments, including a I987 Department of Communications policy statement, recent CRTC regulatory decisions, changes in the role of Telesat Canada and Teleglobe Canada, as well as implementation of the Canada-US FXA, are treated. Prospective developments in several other areas such as another attempt to introduce longdistance competition in Canada and the implications of the Uruguay Round services trade negotiations are also examined. The theme throughout is that telecommunications services, both domestic and international, are being provided and used within an increasingly open and competitive environment.