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Professional Services Marketing Handbook
How to Build Relationships, Grow Your Firm and Become a Client Champion
Taschenbuch von Charles Nixon
Sprache: Englisch

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Beschreibung
The market for professional services and consulting firms is changing, driven by evolving and more demanding client requirements. Legal, accountancy and other professional services firms are now looking for a new breed of leaders with the insight to help deliver those requirements. Professional Services Marketing Handbook, published in association with the Professional Services Marketing Group, is for marketing and business development professionals, sales specialists, and a firm's technical practitioners who want to play a fuller role in their firm's obsession with client relationship development to increase their impact and influence.

Featuring international case studies and best practice from industry leaders and experts such as Allen & Overy, Baker & McKenzie, PwC, Kreston Reeves and White & Case, Professional Services Marketing Handbook explains how to become a complete client champion - the voice of the client - to both shape and deliver a firm's client solution and experience. It helps marketers develop a growth strategy for their firm, understand and connect with clients more deeply and develop and manage client relationships to build successful brands.

Contributing Authors:
Richard Grove, Director of Marketing, Business Development & Communications, Allen & Overy LLP
Daniel Smith, Senior Business Development and Marketing Manager, Asia Pacific, Baker & McKenzie
Claire Essex, Director of Business Development and Marketing, Asia Pacific, Baker & McKenzie
Clive Stevens, Executive Chairman, Kreston Reeves
Louise Field, Head of Client Service & Insight, Bird & Bird LLP
Tim Nightingale, Founder, Nisus Consulting
Ben Kent, Managing Director, Meridian West
Lisa Hart Shepherd, CEO, Acritas
Nick Masters, Head of Online, PwC
Alastair Beddow, Associate Director, Meridian West
Dale Bryce, President, Asia-Pacific Professional Services Marketing Association
Gillian Sutherland, Director, Global Key Account Management Buildings + Places, AECOM
Susan D'aish, Business Relationship Director, MacRoberts LLP
Dan O'Day, Vice President, Thomson Reuters Elite
Matthew Fuller, Director of Marketing and Business Development EMEA, White & Case LLP
Amy Kingdon, Marketing & Communications Director, UK & Europe, Atkins
Eleanor Campion, Communications Executive, UK & Europe, Atkins
Jessica Scholz, Business Development Manager, Freshfields Bruckhaus Deringer, Germany
Giles Pugh, Principal, SutherlandsPugh
The market for professional services and consulting firms is changing, driven by evolving and more demanding client requirements. Legal, accountancy and other professional services firms are now looking for a new breed of leaders with the insight to help deliver those requirements. Professional Services Marketing Handbook, published in association with the Professional Services Marketing Group, is for marketing and business development professionals, sales specialists, and a firm's technical practitioners who want to play a fuller role in their firm's obsession with client relationship development to increase their impact and influence.

Featuring international case studies and best practice from industry leaders and experts such as Allen & Overy, Baker & McKenzie, PwC, Kreston Reeves and White & Case, Professional Services Marketing Handbook explains how to become a complete client champion - the voice of the client - to both shape and deliver a firm's client solution and experience. It helps marketers develop a growth strategy for their firm, understand and connect with clients more deeply and develop and manage client relationships to build successful brands.

Contributing Authors:
Richard Grove, Director of Marketing, Business Development & Communications, Allen & Overy LLP
Daniel Smith, Senior Business Development and Marketing Manager, Asia Pacific, Baker & McKenzie
Claire Essex, Director of Business Development and Marketing, Asia Pacific, Baker & McKenzie
Clive Stevens, Executive Chairman, Kreston Reeves
Louise Field, Head of Client Service & Insight, Bird & Bird LLP
Tim Nightingale, Founder, Nisus Consulting
Ben Kent, Managing Director, Meridian West
Lisa Hart Shepherd, CEO, Acritas
Nick Masters, Head of Online, PwC
Alastair Beddow, Associate Director, Meridian West
Dale Bryce, President, Asia-Pacific Professional Services Marketing Association
Gillian Sutherland, Director, Global Key Account Management Buildings + Places, AECOM
Susan D'aish, Business Relationship Director, MacRoberts LLP
Dan O'Day, Vice President, Thomson Reuters Elite
Matthew Fuller, Director of Marketing and Business Development EMEA, White & Case LLP
Amy Kingdon, Marketing & Communications Director, UK & Europe, Atkins
Eleanor Campion, Communications Executive, UK & Europe, Atkins
Jessica Scholz, Business Development Manager, Freshfields Bruckhaus Deringer, Germany
Giles Pugh, Principal, SutherlandsPugh
Über den Autor
Nigel Clark has been a senior executive and led marketing teams in professional services firms for more than twenty years. He has direct experience in a number of professional services sectors: management consulting, legal, environmental consulting, engineering design, business services, and project management. He is former director of the Professional Services Marketing Group (PSMG).

Charles Nixon has many years of marketing experience, spanning government relations, through market research to marketing communications and strategy, and he has worked across a broad range of industries including textiles, software, telecommunications and financial services. Nixon is Chairman and founding director of Cambridge Marketing College and consults in marketing for high technology and publishing companies.

Contributors:
Richard Grove, Director of Marketing, Business Development & Communications, Allen & Overy LLP
Daniel Smith, Senior Business Development and Marketing Manager, Asia Pacific, Baker & McKenzie
Claire Essex, Director of Business Development and Marketing, Asia Pacific, Baker & McKenzie
Clive Stevens, Executive Chairman, Kreston Reeves
Louise Field, Head of Client Service & Insight, Bird & Bird LLP
Tim Nightingale, Founder, Nisus Consulting
Ben Kent, Managing Director, Meridian West
Lisa Hart Shepherd, CEO, Acritas
Nick Masters, Head of Online, PwC
Alastair Beddow, Associate Director, Meridian West
Dale Bryce, President, Asia-Pacific Professional Services Marketing Association
Gillian Sutherland, Director, Global Key Account Management Buildings + Places, AECOM
Susan D'aish, Business Relationship Director, MacRoberts LLP
Dan O'Day, Vice President, Thomson Reuters Elite
Matthew Fuller, Director of Marketing and Business Development EMEA, White & Case LLP
Amy Kingdon, Marketing & Communications Director, UK & Europe
Eleanor Campion, Communications Executive, UK & Europe, Atkins
Jessica Scholz, Business Development Manager, Freshfields Bruckhaus Deringer, Germany
Giles Pugh, Principal, SutherlandsPugh

Zusammenfassung
Features case studies from around the world to provide a wide breadth of experience
Inhaltsverzeichnis
List of figures
List of tables
List of contributors
Preface
Acknowledgements
About the editorIntroduction: leadership themes in professional services marketing Theme One Growth
Introduction to the Growth theme 01 Growth and globalizationRichard Grove02 Implementing a growth strategy: lessons from Asia Pacific
Daniel Smith and Claire Essex03 Developing international networksClive Stevens

Lessons on GrowthTheme Two Understanding
Introduction to the Understanding theme 04 Listening, understanding and responding to clients
Louise Field and Tim Nightingale05 Closing the commerciality gapBen Kent06 What legal clients wantLisa Hart Shepherd

Lessons on UnderstandingTheme Three Connecting
Introduction to the Connecting theme 07 From communities to cohortsNick Masters08 Thought leadership: transforming insights into opportunitiesAlastair Beddow09 Conversation is king: connecting thought leadership and sales
Dale BryceTheme Four Relationships
Introduction to the Relationships theme 10 The importance of client relationship managementGillian Sutherland11 Developing internal and external relationships
Susan D'aish12 The primacy of relationships: how and why clients choose
Dan O'Day

Lessons on Relationships Theme Five Managing
Introduction to the Managing theme 13 It's all about value: managing marketing and business development
Matthew Fuller14 Managing transformational changeAmy Kingdon and Eleanor Campion15 Understanding and exceeding partner expectations
Jessica Scholz16 The role of marketing KPIs in professional services firmsGiles Pugh

Lessons on Managing Conclusion 17 The future for professional services marketing: becoming a client championReferences
Further reading
Index
Details
Erscheinungsjahr: 2015
Fachbereich: Management
Genre: Wirtschaft
Rubrik: Recht & Wirtschaft
Medium: Taschenbuch
ISBN-13: 9780749473464
ISBN-10: 0749473460
Sprache: Englisch
Ausstattung / Beilage: Paperback
Einband: Kartoniert / Broschiert
Redaktion: Nixon, Charles
Hersteller: Kogan Page
Maße: 244 x 170 x 16 mm
Von/Mit: Charles Nixon
Erscheinungsdatum: 01.04.2015
Gewicht: 0,488 kg
Artikel-ID: 105074173
Über den Autor
Nigel Clark has been a senior executive and led marketing teams in professional services firms for more than twenty years. He has direct experience in a number of professional services sectors: management consulting, legal, environmental consulting, engineering design, business services, and project management. He is former director of the Professional Services Marketing Group (PSMG).

Charles Nixon has many years of marketing experience, spanning government relations, through market research to marketing communications and strategy, and he has worked across a broad range of industries including textiles, software, telecommunications and financial services. Nixon is Chairman and founding director of Cambridge Marketing College and consults in marketing for high technology and publishing companies.

Contributors:
Richard Grove, Director of Marketing, Business Development & Communications, Allen & Overy LLP
Daniel Smith, Senior Business Development and Marketing Manager, Asia Pacific, Baker & McKenzie
Claire Essex, Director of Business Development and Marketing, Asia Pacific, Baker & McKenzie
Clive Stevens, Executive Chairman, Kreston Reeves
Louise Field, Head of Client Service & Insight, Bird & Bird LLP
Tim Nightingale, Founder, Nisus Consulting
Ben Kent, Managing Director, Meridian West
Lisa Hart Shepherd, CEO, Acritas
Nick Masters, Head of Online, PwC
Alastair Beddow, Associate Director, Meridian West
Dale Bryce, President, Asia-Pacific Professional Services Marketing Association
Gillian Sutherland, Director, Global Key Account Management Buildings + Places, AECOM
Susan D'aish, Business Relationship Director, MacRoberts LLP
Dan O'Day, Vice President, Thomson Reuters Elite
Matthew Fuller, Director of Marketing and Business Development EMEA, White & Case LLP
Amy Kingdon, Marketing & Communications Director, UK & Europe
Eleanor Campion, Communications Executive, UK & Europe, Atkins
Jessica Scholz, Business Development Manager, Freshfields Bruckhaus Deringer, Germany
Giles Pugh, Principal, SutherlandsPugh

Zusammenfassung
Features case studies from around the world to provide a wide breadth of experience
Inhaltsverzeichnis
List of figures
List of tables
List of contributors
Preface
Acknowledgements
About the editorIntroduction: leadership themes in professional services marketing Theme One Growth
Introduction to the Growth theme 01 Growth and globalizationRichard Grove02 Implementing a growth strategy: lessons from Asia Pacific
Daniel Smith and Claire Essex03 Developing international networksClive Stevens

Lessons on GrowthTheme Two Understanding
Introduction to the Understanding theme 04 Listening, understanding and responding to clients
Louise Field and Tim Nightingale05 Closing the commerciality gapBen Kent06 What legal clients wantLisa Hart Shepherd

Lessons on UnderstandingTheme Three Connecting
Introduction to the Connecting theme 07 From communities to cohortsNick Masters08 Thought leadership: transforming insights into opportunitiesAlastair Beddow09 Conversation is king: connecting thought leadership and sales
Dale BryceTheme Four Relationships
Introduction to the Relationships theme 10 The importance of client relationship managementGillian Sutherland11 Developing internal and external relationships
Susan D'aish12 The primacy of relationships: how and why clients choose
Dan O'Day

Lessons on Relationships Theme Five Managing
Introduction to the Managing theme 13 It's all about value: managing marketing and business development
Matthew Fuller14 Managing transformational changeAmy Kingdon and Eleanor Campion15 Understanding and exceeding partner expectations
Jessica Scholz16 The role of marketing KPIs in professional services firmsGiles Pugh

Lessons on Managing Conclusion 17 The future for professional services marketing: becoming a client championReferences
Further reading
Index
Details
Erscheinungsjahr: 2015
Fachbereich: Management
Genre: Wirtschaft
Rubrik: Recht & Wirtschaft
Medium: Taschenbuch
ISBN-13: 9780749473464
ISBN-10: 0749473460
Sprache: Englisch
Ausstattung / Beilage: Paperback
Einband: Kartoniert / Broschiert
Redaktion: Nixon, Charles
Hersteller: Kogan Page
Maße: 244 x 170 x 16 mm
Von/Mit: Charles Nixon
Erscheinungsdatum: 01.04.2015
Gewicht: 0,488 kg
Artikel-ID: 105074173
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