Marketing the Professional Services Firm

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.

Foreword ix

Acknowledgements xi

About the Author xiii

Introduction: Setting the scene 1

Part I Strategic Issues 33

1 Growth strategies 35

2 Gaining market perspective 55

3 Client segmentation 79

4 Creating and managing a professional services brand 95

5 Competitive strategy 123

6 Handling international operations and cultural differences 139

Part II Making Marketing and Business Development Work 157

7 The organisation and management of marketing in professional services firms 159

8 Personal business generation 197

9 Creating or relaunching services 225

10 Communicating with markets 263

11 Client service 295

12 Marketing and human capital 319

Part III The Marketer’s Tool Kit 335

References 405

Index 409

"...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)

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.

MARKETING THE PROFESSIONAL SERVICES FIRM
APPLYING THE PRINCIPLES AND THE???SCIENCE OF MARKETING TO THE PROFESSIONS

LAURIE YOUNG

The professional services sector is vast and growing. Traditionally associated with accountancy and legal firms, today's market ranges from IT & Telecoms through management and recruitment consultancy to architects, surveyors, financial and retail services. Within it are all kinds of businesses, from international brands to niche players.

As markets valued at up to $700 billion worldwide mature, there is an urgent need for new marketing thinking for global players and small businesses alike. This book applies the core principles of strategic marketing to professional services for the first time, in an approach that is readable, compelling and theoretically sound. Featuring case studies from Deloitte, Russell Reynolds Associates, IBM Global Services and Interbrand, it is the definitive guide to effective marketing and business development in professional services.