{"product_id":"marketing-the-professional-services-firm-isbn-9780470011737","title":"Marketing the Professional Services Firm","description":"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. \u003cp\u003eForeword ix\u003c\/p\u003e \u003cp\u003eAcknowledgements xi\u003c\/p\u003e \u003cp\u003eAbout the Author xiii\u003c\/p\u003e \u003cp\u003eIntroduction: Setting the scene 1\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I Strategic Issues \u003c\/b\u003e\u003cb\u003e33\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e1 Growth strategies 35\u003c\/p\u003e \u003cp\u003e2 Gaining market perspective 55\u003c\/p\u003e \u003cp\u003e3 Client segmentation 79\u003c\/p\u003e \u003cp\u003e4 Creating and managing a professional services brand 95\u003c\/p\u003e \u003cp\u003e5 Competitive strategy 123\u003c\/p\u003e \u003cp\u003e6 Handling international operations and cultural differences 139\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II Making Marketing and Business Development Work \u003c\/b\u003e\u003cb\u003e157\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e7 The organisation and management of marketing in professional services firms 159\u003c\/p\u003e \u003cp\u003e8 Personal business generation 197\u003c\/p\u003e \u003cp\u003e9 Creating or relaunching services 225\u003c\/p\u003e \u003cp\u003e10 Communicating with markets 263\u003c\/p\u003e \u003cp\u003e11 Client service 295\u003c\/p\u003e \u003cp\u003e12 Marketing and human capital 319\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III The Marketer’s Tool Kit \u003c\/b\u003e\u003cb\u003e335\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eReferences 405\u003c\/p\u003e \u003cp\u003eIndex 409\u003c\/p\u003e  \"...for inspiration and insight, read Marketing the Professional Services Firm...\" (The Entrepreneur, Vol 33 (9) September 2005)  \u003cp\u003e\"...An invaluable read...\" (The Marketer (CIM), Feb 06)\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eABOUT THE AUTHOR\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003e\u003cb\u003eLAURIE YOUNG\u003c\/b\u003e 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. \u003c\/p\u003e\u003cp\u003eAlso by Laurie Young: \u003ci\u003eCompetitive Customer Care\u003c\/i\u003e with Merlin Stone and \u003ci\u003eMaking Profits From New Service Development.\u003c\/i\u003e   \u003c\/p\u003e\u003cp\u003e\u003cb\u003eMARKETING THE PROFESSIONAL SERVICES FIRM\u003cbr\u003e APPLYING THE PRINCIPLES AND THE???SCIENCE OF MARKETING TO THE PROFESSIONS\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003e\u003cb\u003eLAURIE YOUNG\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eThe professional services sector is vast and growing. Traditionally associated with accountancy and legal firms, today's market ranges from IT \u0026amp; 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. \u003c\/p\u003e\u003cp\u003eAs 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.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989576270053,"sku":"NP9780470011737","price":75.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780470011737.jpg?v=1761784663","url":"https:\/\/k12savings.com\/products\/marketing-the-professional-services-firm-isbn-9780470011737","provider":"K12savings","version":"1.0","type":"link"}