Marketing the Professional Services Firm

Applying the Principles and the Science of Marketing to the Professions

Inbunden, Engelska, 2005

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Professional services are estimated to be worth up to $700 billion worldwide, but as the market matures there is an urgent need for new marketing thinking for global players or small businesses alike. This book applies the core principles of strategic marketing to professional services for the first time, in an approach that is at once accessible and compelling. With case studies from a range of companies including J. Walter Thompson, market research companies, the ?big four? accounting firms, Headhunters, Interbrand and large US legal firms, it is intended to become the definitive book for effective strategic marketing in professional services.

Produktinformation

Utgivningsdatum2005-07-28
Mått163 x 238 x 32 mm
Vikt851 g
FormatInbunden
SpråkEngelska
Antal sidor432
FörlagJohn Wiley & Sons Inc
ISBN9780470011737

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ABOUT THE AUTHOR LAURIE YOUNG is a specialist in the marketing of services and customer care. His career includes senior positions with PricewaterhouseCoopers, BT and Unisys. In the 1990s he founded, built and sold his own professional service firm, focussing on service marketing. Over the years he has advised a number of firms, from small, single partner, practices to large, multinational organisations on the contribution of services marketing to shareholder value. Also by Laurie Young: Competitive Customer Care with Merlin Stone and Making Profits From New Service Development.

Foreword ixAcknowledgements xiAbout the Author xiiiIntroduction: Setting the scene 1Part I Strategic Issues 331 Growth strategies 352 Gaining market perspective 553 Client segmentation 794 Creating and managing a professional services brand 955 Competitive strategy 1236 Handling international operations and cultural differences 139Part II Making Marketing and Business Development Work 1577 The organisation and management of marketing in professional services firms 1598 Personal business generation 1979 Creating or relaunching services 22510 Communicating with markets 26311 Client service 29512 Marketing and human capital 319Part III The Marketer’s Tool Kit 335References 405Index 409