Concise Encyclopedia of Professional Services Marketing

The co‐authors of this Concise Encyclopedia are established and experienced academics with extensive publishing track records: Dr Clow is a Professor of Marketing at the University of Louisiana at Monroe, and Dr Stevens is John Massey Professor of Business at Southeastern Oklahoma State University. Strangely, there is no biographical information in the book about either author. Clow and Stevens write for the American market, which is reflected in content and style.

The Concise Encyclopedia consists of 84 articles, plus 13 “To create effective … ” appendices, which give quick practical advice on producing material such as print ads, radio ads,...