Marketing the Professional Services Firm (PDF)
Applying the Principles and the Science of Marketing to the Professions
(Sprache: Englisch)
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...
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...
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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.
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.
Inhaltsverzeichnis zu „Marketing the Professional Services Firm (PDF)“
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.
Autoren-Porträt von Laurie Young
ABOUT THE AUTHORLAURIE 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.
Bibliographische Angaben
- Autor: Laurie Young
- 2005, 1. Auflage, 432 Seiten, Englisch
- Verlag: John Wiley & Sons
- ISBN-10: 0470017163
- ISBN-13: 9780470017166
- Erscheinungsdatum: 01.11.2005
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- Grösse: 1.79 MB
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Englisch
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