Client at the Core
Marketing and Managing Today's Professional Services Firm
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This book addresses the process and dynamics of making a firm into a primary marketing force by redefining a firm's market, its ability to serve those markets, and how to project to markets the firm's ability to serve its target markets. It shows professional services firms how to not only see themselves in the perspective of the past and present, but provides them with a blueprint on how to create a marketing structure, process, and culture for the future.
"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."
-Gerry Riskin, Partner, Edge International
"The authors have captured the changing role of professional services marketing and firm management. There is valuable insight [in this] down-to-earth guide to competing successfully in the new environment."
-David Maister, author and consultant
"The book is a masterpiece! Aquila and Marcus have produced the essential guide for managing a professional services firm. They've marshaled their considerable real-life experiences and far-reaching vision into a veritable operating manual for the successful firm."
-Rick Telberg, Editor at Large, American Institute of Certified Public Accountants
"At its heart, this book is the running shoe for legal and accounting professionals who want to putthe client first. Following the evolution of the industry over the past twenty-five years, this must-have for every professional services firm is the key to leading in the turbulent and highly competitive waters ahead."
-Richard S. Levick, Esq., President, Levick Strategic Communications, LLC
coauthor, Stop the Presses: The Litigation PR Desk Reference
"Client selection and retention is one of the critical success factors for a professional services firm, and Aquila and Marcus do a masterful job at educating us on the necessary ingredients of each. The chapters on firm governance and paying for performance are thought provoking and certainly challenging to the conventional wisdom. If you want a better understanding of marketing and leading a professional firm in these turbulent times, this book is essential."
-Ronald J. Baker, author, Professional's Guide to Value Pricing and The Firm of the Future
"Client at the Core is a commonsense approach to keeping your professional services firm relevant in the twenty-first century's client-driven economy. Aquila and Marcus have hit a home run with their insightful analysis and poignant prose."
-Jeffrey S. Pawlow, Managing Shareholder, The Growth Partnership, Inc.
-Gerry Riskin, Partner, Edge International
"The authors have captured the changing role of professional services marketing and firm management. There is valuable insight [in this] down-to-earth guide to competing successfully in the new environment."
-David Maister, author and consultant
"The book is a masterpiece! Aquila and Marcus have produced the essential guide for managing a professional services firm. They've marshaled their considerable real-life experiences and far-reaching vision into a veritable operating manual for the successful firm."
-Rick Telberg, Editor at Large, American Institute of Certified Public Accountants
"At its heart, this book is the running shoe for legal and accounting professionals who want to putthe client first. Following the evolution of the industry over the past twenty-five years, this must-have for every professional services firm is the key to leading in the turbulent and highly competitive waters ahead."
-Richard S. Levick, Esq., President, Levick Strategic Communications, LLC
coauthor, Stop the Presses: The Litigation PR Desk Reference
"Client selection and retention is one of the critical success factors for a professional services firm, and Aquila and Marcus do a masterful job at educating us on the necessary ingredients of each. The chapters on firm governance and paying for performance are thought provoking and certainly challenging to the conventional wisdom. If you want a better understanding of marketing and leading a professional firm in these turbulent times, this book is essential."
-Ronald J. Baker, author, Professional's Guide to Value Pricing and The Firm of the Future
"Client at the Core is a commonsense approach to keeping your professional services firm relevant in the twenty-first century's client-driven economy. Aquila and Marcus have hit a home run with their insightful analysis and poignant prose."
-Jeffrey S. Pawlow, Managing Shareholder, The Growth Partnership, Inc.
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