Professional Tax Service Marketing from a Consumer Buyer Behavior Perspective

Professional services marketing such as accounting and legal services are often received as less smhisticated than product marketing. The prime message promulgated from existing research has often focused on the need for professional service firms to establish formal marketing technique; This paper investigates professional services marketing of tax services from a consumer behavior perspective and the implications of developing a marketing plan. Clearly, professional service providers are operating in a different consumer environment and the marketing implications are significantly different from product marketing.     

Professional Service Marketing Strategies in the 80s

No abstract available for this article.     

Monitoring and Controlling Marketing Activities in Professional Service Organizations

No abstract available for this article.     

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.     

A Strategic,Client Centered Marketing Approach for Professional Service Firms

No abstract available for this article.     

The Service Marketing Planning Process

No abstract available for this article.     

Marketing Professional Services

No abstract available for this article.     

Barriers to Marketing Implementation in U.K. Professional Service Firms

This paper focuses upon the critical role that imple- mentation plays in determining the 'success' or 'failure' of the mar- keting function. The authors discuss the particular implementation problems that are faced by marketers in professional service firms in the UK where marketing is still a relatively new function, and pro- pose a number of ways in which marketers may be able to overcome some of these internal barriers.     

The Need for Marketing in a Demand-Intensive Service Industry

No abstract available for this article.     

Marketing a Financial Service Within a Firm

No abstract available for this article.     

服务营销的全球化与本土化

当代世界经济呈现出的总体态势是经济全球化.面对席卷而来的经济全球化的浪潮,服务营销的理论必然突破疆域国界的限制,成为具有跨国性、普遍性、通用性的学科.但由于不同地域国别所处的营销环境的差异,又决定了服务营销的实践具有本土化的特征.服务营销的发展将是全球化与本土化的统一.     

The Consumer Decision Process for Professional Services Marketing

No abstract available for this article.     

服务视角下的会展企业营销

会展业在国际上被视为继旅游、房地产之后崛起的“无烟产业”、“朝阳产业”。因其所带来的巨大经济效益,会展业又被冠以“财富平台”、“城市经济的拉力器”之美名。会展业的发展会带动相关产业（如商业、饮食服务、流通、咨询、广告、印刷、保险、旅游、交通运输、通讯、环保、礼仪服务等产业）的发展,而且普遍认为,会展经济的产业带动系数为1：9。据测算。每增加1000平方米的展览面积,就可创造近百个就业机会。因而会展经济的发展无疑为增加就业提供了一条有效的途径。     

Professional Accountancy Firms and Marketing

This article examines the results of an empirical study into the position and role of marketing in professional accounting firms in the UK. The results show that marketing is now firmly established in organisational terms as a business function. However, the study indicates that while professional accounting firms are acquiring the ‘trappings' of marketing in the form of a marketing department and Chief Marketing Executive, they are still a long way from adopting the market-led customer-driven orientations implicit in the marketing concept.     

Marketing/Selling Professional Services

No abstract available for this article.     

Service Contract Negotiations in Marketing Channels:

This study investigates the factors that influence motor carriers perceptions of the success of negotiations with customers over contractual transportation service in marketing channels. The findings indicate that the motor carrier's perceived success of the negotiation is influenced directly by his/her trust of the customer, and indirectly by the customer's dependence on his/her organization. The results also suggest that though the nature of contract negotiation for motor carriage service has become more cooperative in the deregulated environment, a certain degree of opportunism still influences the negotiator's behaviors. From these findings, issues are presented which can aid the channel members in developing successful strategy for future negotiation with motor carriers.     

Service and Conservation in Marketing Channels:

Pasteurized milk has been traditionally packaged in returnable glass bottles in New Zealand and most fluid milk has been sold by vendors through the home-delivery scheme. In recent years, there has been a trend by some consumers and milk processing stations to consider and lobby for non-returnable packaging. The main reason has been declining milk sales and the belief that non-returnable packages are both more attractive and convenient for the consumer. The advantages and the disadvantages of non-returnable packaging are presented. Changes to the home delivery system and the introduction of non-returnable packaging present questions that have significant economic, social, environmental and political implications. An analysis of the home milk delivery system has revealed several gaps that may be used to improve its service quality component. Alternatives to formalize the relationship between the vendors and the stations could reduce friction and enhance opportunities for mutual cooperation. A contractual system has the potential to solve many of the daily problems by providing more direct communication at the operational level. Any changes that take place must balance the wishes of a segment that wants convenience, a wider choice of products and increased availability versus some important industry-wide macro-level considerations.     

The Rainmaker in Today's Professional Service Organizations

ABSTRACT

Professional service firms have relied heavily in the past on a small number of rainmakers-people who have influence and bring business into their firms. In today's competitive marketplace, everyone in the organization must be involved in the practice development process. This paper, based on a series of interviews with accounting professionals, identifies the roles and responsibilities for practice development inherent at every stage of the professional accountant's career path. Additionally, the roles and responsibilities of marketing professionals in professional service firms are also considered.     

Franchising Professional Service

No abstract available for this article.