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

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In Client at the Core, internationally renowned practitioners ofmarketing and managing professional services August Aquila andBruce Marcus delineate the new landscape of professional servicesmarketing and describe a new path for successfully competing intoday’s and tomorrow’s markets.

Aquila and Marcus go beyond the traditional how-to methods forrethinking a firm’s marketing and management process and diginto reexamining the entire professional firm and how it can betterrelate to and serve its market. In-depth discussions look at whatworks in today’s environment and how to build a firm’smarketing culture to help it successfully compete and grow in thefuture. Authoritative coverage also addresses new tools formeasuring firm marketing and performance as well as new businessmodels that adapt to the economy. In fact, the authors provide ahandbook built on their extensive experience to help the newprofessional firm survive and thrive in an ever-changing businessclimate.

The current business landscape has undergone vast changes in itsglobal and domestic economic configurations as a result of advancesin technology and the regulatory response to corporate andaccounting scandals. At the same time, increasing competition amongfirms has redefined marketing as an integral part of managing aprofessional services firm and competing in a new and complexarena. Successful marketing is now approached as a process thatrequires professionals to change their traditional insular view ofprofessional practice and learn how to make their companiesfunction as marketing vehicles by focusing on the client.

This is the era in which the client, not the professional, mustbe at the core of professional practice. For accountants, lawyers,consultants, and other professionals, Client at the Core, definesthat process and provides the bridge to future competitiveenvironments.

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Product Details

  • ISBN-13: 9780471453130
  • Publisher: Wiley
  • Publication date: 8/4/2004
  • Edition number: 1
  • Pages: 277
  • Product dimensions: 9.00 (w) x 6.00 (h) x 0.81 (d)

Meet the Author

AUGUST J. AQUILA is one of the country’s leading consultantsin the areas of mergers and acquisitions, succession planning, andmanagement issues for professional services firms. He was an earlypioneer and leading force in the accounting profession’sconsolidation movement. In 2003, he was inducted into theAccounting Marketing Association’s Hall of Fame.

BRUCE W. MARCUS is a widely published author and consultant tosome of the nation’s largest corporations and professionalservices firms. The author of hundreds of articles and more than adozen books on marketing and marketing-related subjects, he is theeditor of the Marcus Letter on Professional Services Marketing,read internationally by more than 22,000 lawyers, accountants,consultants, and professional marketers.

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Table of Contents




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 FindThem.

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 theFinancial 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 ProcessMeasures.

The Balanced Scorecard—Marketing Measures.

The Balanced Scorecard—Employee Growth and the LearningMeasures.

Appendix B: Managing the Knowledge Worker.

Take the Pulse of Your Staff.


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.


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Sort by: Showing all of 2 Customer Reviews
  • Anonymous

    Posted June 11, 2005

    Great Book!

    August Aquila and Bruce Marcus reward readers of Client at the Core with an imaginative map for the perilous journey through the twists and turns of marketing and managing today's professional services firm. It is creative and thorough.

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  • Anonymous

    Posted August 21, 2004

    Bravo Aquila and Marcus

    In the evolution of marketing thinking over the past two decades, Clients At The Core is an essential blueprint to helping us all take the next steps. This is a well-written book that uses plain language to convey practical, well thought-out ideas. It is your gift in having these two authors (Aquila and Marcus) come together to share their insights. So get your favorite colored highlighter, read this book with an eye toward learning from the masters, and you will see what I'm talking about.

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