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Relative Impact of Performance and Importance Ratings on Measurement of Service Quality

Rao, C. P.; Kelkar, Mayuresh M.; Rao, C. P.; Old Dominion University; Kelkar, Mayuresh M.; Northern State University (Taylor & Francis Group, 1997)
AIM: A New Perspective on Relationship Marketing for Professional Services

Wang, Cheng Lu; Mowen, John C.; Mowen, John C.; Oklahoma State University (Taylor & Francis Group, 1997)
Consumers' Attitudes Towards Professional Advertising in Hong Kong

Au, Alan Kai Ming; Au, Alan Kai Ming; School of Business, Administration, The Open Learning Institute of Hong Kong (Taylor & Francis Group, 1997)
“Fitness” Marketing: Celebrity or Non-Celebrity Endorsement?

Nataraajan, Rajan; Chawla, Sudhir K.; Nataraajan, Rajan; Auburn University; Chawla, Sudhir K.; Angelo State University (Taylor & Francis Group, 1997)
The Needs of Older Workers in Marketing Organizations

Acompora, Andy; Boissoneau, Robert; Acompora, Andy; Sylvania Lighting Company; Boissoneau, Robert; <sup>b</sup> Chandler, AZ (Taylor & Francis Group, 1997)
Crisis Management for Sales Force Managers

Carter, Tony; Carter, Tony; Wagner College (Taylor & Francis Group, 1997)
Advertising the Accounting Firm: A Review with Managerial Suggestions

Shepherd, C. David; Helms, Marilyn M.; Shepherd, C. David; The University of Tennessee at Chattanooga, School of Business Administration; Helms, Marilyn M.; The University of Tennessee at Chattanooga, School of Business Administration (Taylor & Francis Group, 1996)
Is Niche Marketing Suitable for Your Accounting Practice?

Lowry, James R.; Wrege, William T.; Lowry, James R.; Department of Marketing, Ball State University; American Marketing Association, Southern Marketing Association, Midwest Marketing Association, and the National Association of Purchasing Management; Wrege, William T.; Department of Accounting, Ball State University; American Institute of Certified Public Accountants, Indiana Society of Certified Public Accountants, and the American Accounting Association (Taylor & Francis Group, 1996)
Development of an MBA Program at Minot State University (North Dakota): A Model for Small Universities

Ahmed, Zafar U.; Robinson, Earl J.; Ahmed, Zafar U.; Institute for International Business, College of Business, Minot State University; Robinson, Earl J.; Briar Cliff College (Taylor & Francis Group, 1996)
A Mechanism for Targeting the Media Message–Part II “There Is a Way to Find the Target Without Guessing”

Elbert, Dennis J.; Harmeson, Phil; Elbert, Dennis J.; University of North Dakota; Phil Harmeson of Midwest Research Associates; Harmeson, Phil; University of North Dakota; Dennis Elbert of Midwest Research Associates (Taylor & Francis Group, 1997)
Doing the Right Things and Doing Them Right: A Strategic Approach to Marketing the Accounting Firm

Shepherd, C. David; Shepherd, C. David; The University of Tennessee at Chattanooga, Department of Marketing (Taylor & Francis Group, 1997)
Preface and Introduction

Winston, William J. (Taylor & Francis Group, 1997)
Training Differences Between Services and Goods Firms: Impact on Performance, Satisfaction, and Commitment

Christiansen, Tim; Evans, Kenneth R.; Schlacter, John L.; Wolfe, William G.; Christiansen, Tim; Department of Marketing, Arizona State University; Evans, Kenneth R.; College of Business and Public Administration, University of Missouri; Schlacter, John L.; College of Business, Arizona State University (Taylor & Francis Group, 1996)
Marketing Professional Services to Family Businesses

File, Karen Maru; Prince, Russ Alan; File, Karen Maru; School of Business Administration, University of Connecticut; Prince, Russ Alan; School of Business Administration, University of Connecticut (Taylor & Francis Group, 1996)
Retailer versus Non-Retailer Perceptions and Behaviors Regarding Professional Service Providers

Dart, Jack (Taylor & Francis Group, 1996)
Influence of Price and Variety of Services on Consumer Intention to Use the Services: An Experimental Investigation

Arora, Raj; Arora, Raj; The University of Missouri-Kansas City (Taylor & Francis Group, 1996)
An Empirical Analysis of Consumers' Attitudes Toward Attorney Advertising

Moser, H. Ronald; Johns, Horace E.; Moser, H. Ronald; Middle Tennessee State University; Johns, Horace E.; Middle Tennessee State University (Taylor & Francis Group, 1996)
International Expansion of Service Firms: Problems and Strategies

Reardon, James; Erramilli, M. Krishna; Dsouza, Derrick; Reardon, James; Department of Marketing, University of Tennessee; Erramilli, M. Krishna; Department of Marketing, University of North Texas; Dsouza, Derrick; Department of Marketing, University of North Texas (Taylor & Francis Group, 1996)
Implementing QFD for Improving Quality in Education: An Example

Motwani, Jaideep; Kumar, Ashok; Mohamed, Zubair; Motwani, Jaideep; Department of Management, Grand Valley State University; Kumar, Ashok; Department of Management, Grand Valley State University; Mohamed, Zubair; Department of Management, Western Kentucky University (Taylor & Francis Group, 1996)
Targeting the College Market for Banking Services

Tootelian, Dennis H.; Gaedeke, Ralph M.; Tootelian, Dennis H.; School of Business Administration, California State University; Gaedeke, Ralph M.; School of Business Administration, California State University (Taylor & Francis Group, 1996)

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