×

Uh-oh, it looks like your Internet Explorer is out of date.

For a better shopping experience, please upgrade now.

Marketing the Professional Services Firm: Applying the Principles and the Science of Marketing to the Professions / Edition 1
     

Marketing the Professional Services Firm: Applying the Principles and the Science of Marketing to the Professions / Edition 1

by Laurie Young
 

See All Formats & Editions

ISBN-10: 0470011734

ISBN-13: 9780470011737

Pub. Date: 09/26/2005

Publisher: Wiley

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.

Overview

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.

Product Details

ISBN-13:
9780470011737
Publisher:
Wiley
Publication date:
09/26/2005
Pages:
432
Product dimensions:
6.00(w) x 9.00(h) x 1.13(d)

Table of Contents

Foreword.

Acknowledgements.

About the Author.

Introduction: Setting the scene.

Part I: STRATEGIC ISSUES.

1. Growth strategies.

2. Gaining market perspective.

3. Client segmentation.

4. Creating and managing a professional services brand.

5. Competitive strategy.

6. Handling international operations and cultural differences.

Part II: MAKING MARKETING AND BUSINESS DEVELOPMENT WORK.

7. The organisation and management of marketing in professional services firms.

8. Personal business generation.

9. Creating or relaunching services.

10. Communicating with markets.

11. Client service.

12. Marketing and human capital.

Part III: THE MARKETER’S TOOL KIT.

References.

Index.

Customer Reviews

Average Review:

Post to your social network

     

Most Helpful Customer Reviews

See all customer reviews