Laurie Young

Marketing the Professional Services Firm (eBook, ePUB)

Applying the Principles and the Science of Marketing to the Professions

• Format: ePub

Produktbeschreibung

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.

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Produktdetails

• Verlag: John Wiley & Sons
• Seitenzahl: 432
• Erscheinungstermin: 17. März 2011
• Englisch
• ISBN-13: 9781119995425
• Artikelnr.: 38250683

Autorenporträt

ABOUT THE AUTHOR LAURIE YOUNG is a specialist in the marketing of services and customer care. His career includes senior positions with PricewaterhouseCoopers, BT and Unisys. In the 1990s he founded, built and sold his own professional service firm, focussing on service marketing. Over the years he has advised a number of firms, from small, single partner, practices to large, multinational organisations on the contribution of services marketing to shareholder value. Also by Laurie Young: Competitive Customer Care with Merlin Stone and Making Profits From New Service Development.

Inhaltsangabe

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.

Rezensionen

"...for inspiration and insight, read Marketing the Professional Services Firm..." (The Entrepreneur, Vol 33 (9) September 2005) "...An invaluable read..." (The Marketer (CIM), Feb 06)