Marketing the Professional Services Firm

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Sprache: Englisch

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Beschreibung

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 [...] 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.

Über den Autor

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.

Inhaltsverzeichnis

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

Details

Erscheinungsjahr:	2005
Fachbereich:	Management
Genre:	Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Buch
Inhalt:	432 S.
ISBN-13:	9780470011737
ISBN-10:	0470011734
Sprache:	Englisch
Einband:	Gebunden
Autor:	Young, Laurie
Hersteller:	Wiley John Wiley & Sons
Maße:	235 x 157 x 30 mm
Von/Mit:	Laurie Young
Erscheinungsdatum:	01.09.2005
Gewicht:	0,865 kg

Artikel-ID: 102403077