Marketing the Professional Services Firm
Applying the Principles and the Science of Marketing to the Professions
Erschienen am 17. März 2011
432 Seiten
978-1-119-99542-5 (ISBN)
Beschreibung
Professional services are estimated to be worth up to $700 billionworldwide, but as the market matures there is an urgent need fornew marketing thinking for global players or small businessesalike. This book applies the core principles of strategic marketingto professional services for the first time, in an approach that isat once accessible and compelling. With case studies from a rangeof companies including J. Walter Thompson, market researchcompanies, the ?big four? accounting firms, Headhunters, Interbrandand large US legal firms, it is intended to become the definitivebook for effective strategic marketing in professional services.
Rezensionen / Stimmen
"...for inspiration and insight, read Marketing the ProfessionalServices Firm..." (The Entrepreneur, Vol 33 (9) September 2005) "...An invaluable read..." (The Marketer (CIM), Feb 06)Weitere Details
Weitere Ausgaben
Andere Ausgaben
Laurie Young
Marketing the Professional Services Firm
Applying the Principles and the Science of Marketing to the Professions
Buch
07/2005
1. Auflage
Wiley
47,50 €
Versand in 10-20 Tagen
Person
Laurie Young is a specialist in the marketing of services and customer care. His career includes senior positions with PricewaterhouseCoopers, BT and Unisys. Before joining PwC, where he oversaw a total marketing team of some 300 people and a budget spend of around $80 million, he founded, built and sold his professional services company specialising in services marketing. During that period he advised a number of major international blue-chip organisations on the contribution of services marketing programmes to shareholder value.
Inhalt
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 culturaldifferences.
Part II: MAKING MARKETING AND BUSINESS DEVELOPMENTWORK.
7. The organisation and management of marketing in professionalservices 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.
