Laura Mazur, Laurie Young

Marketing the Professional Services Firm

• Gebundenes Buch

Produktbeschreibung

The reach of the professional services sector has become vast and global now including everything from big accountancy and consultancy firms to the services division of such giants as IBM leading to a number of new challenges, the biggest of which is the maturing of the market. New thinking is required.

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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.

Produktdetails

• Verlag: Wiley & Sons
• 1. Auflage
• Seitenzahl: 432
• Erscheinungstermin: 28. Juli 2005
• Englisch
• Abmessung: 235mm x 157mm x 30mm
• Gewicht: 750g
• ISBN-13: 9780470011737
• ISBN-10: 0470011734
• Artikelnr.: 13918994

Autorenporträt

Born in Korea just right before the Korean War. Majored physics and served Navy as an officer. Immigrated to America for about 40 years ago. Likes playing piano and many musical instruments. Einstein is his most favorite person and like Beethoven for his music. Likes to play moonlight piano sonata. He spends most of his time with his wife and cannot live without her help because she manages his life. Now running a screen printing, engraving and promotional product business in Washington. Likes to talk about Jesus and the life. The daily life now is exercising and playing piano, violin, cycling, taking care of the front and backyard with his wife together always.

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)