The Practical Marketing Handbook of Definitions

Take a few minutes to test yourself.  Below is a sample list of a dozen terms taken from this book.  If several of them are less familiar to you, THE PRACTICAL MARKETING HANDBOOK of DEFINITIONS could be a valuable resource.

If all twelve of the terms are readily familiar to you, congratulations!  But please consider giving a copy to a friend or associate who may not be so enlightened.

The “Even Dozen” Test:

• Augmented cash guarantee
• Balloon copy
• Consensual validation
• Customer service index
• Fallout
• Halo effect
• Index method
• Market drift
• Noted score
• Psychodrama
• Sales decay constant
• Trade position discount

Thank you for your time.  Enjoy the book.

Michael C. Walker recently retired from active management after serving as Chief Executive of Seniorsfirst (Presbyterian Homes and Services of Genesee Valley, Inc.) and its predecessors for twenty-four years.   Seniorsfirst is a full service provider of facilities, services and programs to the senior market in the greater Rochester, New York area.  These include independent living, assisted living, home delivered services, adult day programs, home healthcare, nursing home care, including transitional and rehabilitative care, among others.

Mr. Walker was responsible for the design and implementation of an innovative program serving seniors in their own homes.  The award-winning Club 24 Senior Living At Home® program has been replicated across the United States using this unique model. 

Prior to his most recent employment, Mr. Walker served 15 years for the predecessors of J.P. Morgan Chase Manhattan Bank in upstate New York as a Vice President in marketing and finance.  During his banking career he wrote An Introduction to Bank Marketing Research, published by the Bank Marketing Association, Chicago, the first book of its kind in the banking industry.  The book was later reprinted in Europe and translated into Spanish.

While Mr. Walker has retired from active management, he has not retired from working.  He continues to be actively engaged as a marketing and management consultant to organizations and businesses in the senior market.

He is also  the author of two recently published marketing books now available through 1^st Books Library.  Marketing to Seniors unveils a number of unique aspects of the senior market, including the introduction of the “extended senior customer” to account for the involvement of others in senior purchasing decisions.  These include family, friends, advisors and healthcare professionals.  Home Delivered Services: Building and Maintaining Your Program provides a “how to” approach to the replication of a home services program much like Club 24 Senior Living at Home®, including how to successfully market it profitably.