Clark Professional Services Marketing Handbook

How to Build Relationships, Grow Your Firm and Become a Client Champion
1. Auflage 2015
ISBN: 978-0-7494-7347-1
Verlag: Kogan Page
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 280 Seiten, Web PDF

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

Autoren/Hrsg.

Clark, Nigel

Weitere Mitwirkende

Nixon, Charles

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Rechtswissenschaften Steuerrecht Steuerberatung und Wirtschaftsprüfung Kanzleiführung, Büroorganisation, Kanzleimanagement
• Wirtschaftswissenschaften Betriebswirtschaft Management Unternehmensberatung, Unternehmenssubventionen
• Rechtswissenschaften Berufs- und Gebührenrecht freie Berufe Rechtsanwälte und Notare Kanzleiführung, Büroorganisation, Kanzleimanagement

Inhaltsverzeichnis

• • Chapter - 00: Introduction: leadership themes in professional services marketing;
• Section - ONE: Growth;
• • Chapter - 01: Growth and globalization – Richard Grove;
  • Chapter - 02: Implementing a growth strategy – Daniel Smith and Claire Essex;
  • Chapter - 03: Developing international networks – Clive Stevens;
• Section - TWO: Understanding;
• • Chapter - 04: Listening, understanding and responding to clients – Louise Field and Tim Nightingale;
  • Chapter - 05: Closing the commerciality gap – Ben Kent;
  • Chapter - 06: What legal clients want – Lisa Hart Shepherd;
• Section - THREE: Connecting;
• • Chapter - 07: From communities to cohorts – Nick Masters;
  • Chapter - 08: Thought leadership: transforming insights into opportunities – Alastair Beddow;
  • Chapter - 09: Conversation is king: connecting thought leadership and sales – Dale Bryce;
• Section - FOUR: Relationships;
• • Chapter - 10: The importance of client relationship management – Gillian Sutherland;
  • Chapter - 11: Developing internal and external relationships – Susan D’aish;
  • Chapter - 12: The primacy of relationships: how and why clients choose – Dan O’Day;
• Section - FIVE: Managing;
• • Chapter - 13: It’s all about value: managing marketing and business development – Matthew Fuller;
  • Chapter - 14: Managing transformational change – Amy Kingdon and Eleanor Campion;
  • Chapter - 15: Understanding and exceeding partner expectations – Jessica Scholz;
  • Chapter - 16: The role of marketing KPIs in professional services firms – Giles Pugh;
  • Chapter - 17: The future for professional services marketing: becoming a client champion

Über Autor(innen)

Clark, Nigel
<b>Nigel Clark </b>has led marketing teams in professional services firms for more than 20 years in sectors including management consulting, legal, environmental consulting, engineering design, business services and project management. He is a former director of the Professional Services Marketing Group (PSMG).

Nixon, Charles
<p><b>Charles Nixon</b>, MBA, has many years of marketing experience - spanning government relations, through market research to marketing communications and strategy - having worked across a broad range of industries including textiles, software, telecommunications and financial services.

<b>Charles Nixon</b> is Chairman and a founding director of Cambridge Marketing College and consults in marketing for high technology and publishing companies. He is a Fellow of CAM, CIM and the Royal Society of Arts, and President of the CIM Cambridgeshire Branch. An experienced tutor, he delivers courses across all levels of the CIM and CAM qualifications.</p>

Nigel Clark has led marketing teams in professional services firms for more than 20 years in sectors including management consulting, legal, environmental consulting, engineering design, business services and project management. He is a former director of the Professional Services Marketing Group (PSMG). Charles Nixon, MBA, is Chairman of Cambridge Marketing College. He is a Fellow of CAM, the Chartered Institute of Marketing (CIM) and the Royal Society of Arts, and is President of the CIM Cambridgeshire branch. An experienced tutor, he delivers courses across all levels of CIM and CAM qualifications.