Marketing the Professional Services Firm
Applying the Principles and the Science of Marketing to the Professions
1. Edition July 2005
432 Pages, Hardcover
Wiley & Sons Ltd
Short Description
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. Bringing Professional Services to the Market is the first book to apply the proven principles of strategic marketing to the maturing market of professional services. With case studies from a range of companies, including J. Walter Thompson, this important book offers professional service firms solid ideas on meeting the demands of a changing market.
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.
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.
