Client at the Core: Marketing and Managing Today's Professional Services Firm / Edition 1

Client at the Core: Marketing and Managing Today's Professional Services Firm / Edition 1

by August Aquila, Bruce W. Marcus
     
 

ISBN-10: 0471453137

ISBN-13: 9780471453130

Pub. Date: 08/04/2004

Publisher: Wiley

In Client at the Core, internationally renowned practitioners of marketing and managing professional services August Aquila and Bruce Marcus delineate the new landscape of professional services marketing and describe a new path for successfully competing in today’s and tomorrow’s markets.

Aquila and Marcus go beyond the traditional how-to methods for

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Overview

In Client at the Core, internationally renowned practitioners of marketing and managing professional services August Aquila and Bruce Marcus delineate the new landscape of professional services marketing and describe a new path for successfully competing in today’s and tomorrow’s markets.

Aquila and Marcus go beyond the traditional how-to methods for rethinking a firm’s marketing and management process and dig into reexamining the entire professional firm and how it can better relate to and serve its market. In-depth discussions look at what works in today’s environment and how to build a firm’s marketing culture to help it successfully compete and grow in the future. Authoritative coverage also addresses new tools for measuring firm marketing and performance as well as new business models that adapt to the economy. In fact, the authors provide a handbook built on their extensive experience to help the new professional firm survive and thrive in an ever-changing business climate.

The current business landscape has undergone vast changes in its global and domestic economic configurations as a result of advances in technology and the regulatory response to corporate and accounting scandals. At the same time, increasing competition among firms has redefined marketing as an integral part of managing a professional services firm and competing in a new and complex arena. Successful marketing is now approached as a process that requires professionals to change their traditional insular view of professional practice and learn how to make their companies function as marketing vehicles by focusing on the client.

This is the era in which the client, not the professional, must be at the core of professional practice. For accountants, lawyers, consultants, and other professionals, Client at the Core, defines that process and provides the bridge to future competitive environments.

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Product Details

ISBN-13:
9780471453130
Publisher:
Wiley
Publication date:
08/04/2004
Pages:
277
Product dimensions:
9.00(w) x 6.00(h) x 0.81(d)

Table of Contents

Foreword.

Preface.

Acknowledgments.

PART I: Professions and Professionals in Turmoil.

1. If Something Can Change, It Will
Strategic Factors in a New Environment.

PART II: Clients—Who They Are and How to Find Them.

2. What a Client Really Wants
Listening to the Client for Fun and Profit.

3. Are We a Client-centric Firm Yet?
Organizing to Meet Client Needs.

4. Now, Here’s My Plan . . .
Defining the Right Client for You.

PART III: Making Your Vision a Reality.

5. I Can See Your Future from Here
Vision? A Working Tool?

6. Seizing Those Opportunities
Making the Vision a Reality.

7. Making Marketing a Nice Word
Building a Client-centric Marketing Culture.

8. It’s the End Game that Counts
Contact—Turning the Prospect into a Client.

PART IV: Marketing Tools and How to Use Them.

9. Hang High the Rafters, Carpenter
The Tools of Marketing that Build the Marketing Program.

PART V: Managing the Client-centric Firm.

10. Turning Recipes into Cakes
Managing for Results.

11. Who’s at the Helm and Who’s on the Bridge
Firm Governace and Structure.

12. Holding a Handful of Mercury
Managing the Knowledge Worker for the One-Firm Firm.

13. For Love or Money—or Both
Paying for Performance.

14. Didn’t We Tell You What We’re Doing?
Internal Communications—Let Me Count the Ways.

PART VI: Economics in the Client-centric Firm.

15. A Farthing for Your Goat
Pricing in a Client-centric Firm.

16. What Did I Get for My Money?
Measuring the Marketing ROI.

17. Cash Is King
What’s the Lifetime Value of Your Clients and the Financial Health of Your Firm?

PART VII: What Will We Do Tomorrow?

18. The Future for Professional Services
Are We There Yet?

Appendix A: The Balanced Scorecard.

The Balanced Scorecard—Financial Measures.

The Balanced Scorecard—Client Measures.

The Balanced Scorecard—Internal Business Process Measures.

The Balanced Scorecard—Marketing Measures.

The Balanced Scorecard—Employee Growth and the Learning Measures.

Appendix B: Managing the Knowledge Worker.

Take the Pulse of Your Staff.

Compensation.

Career Advancement Opportunities.

Firm Culture.

Appendix C: Pricing in a Client-centric Firm.

Analyzing Price Sensitivity.

Appendix D: Accounting and Law Firm Benchmarks.

Accounting Firm Benchmarks.

Bibliography and References.

Index.

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