Young Marketing the Professional Services Firm

Applying the Principles and the Science of Marketing to the Professions
1. Auflage 2011
ISBN: 978-1-119-99542-5
Verlag: John Wiley & Sons
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 432 Seiten, E-Book

Professional services are estimated to be worth up to $700 billionworldwide, but as the market matures there is an urgent need fornew marketing thinking for global players or small businessesalike. This book applies the core principles of strategic marketingto professional services for the first time, in an approach that isat once accessible and compelling. With case studies from a rangeof companies including J. Walter Thompson, market researchcompanies, the ?big four? accounting firms, Headhunters, Interbrandand large US legal firms, it is intended to become the definitivebook for effective strategic marketing in professional services.

Autoren/Hrsg.

Young, Laurie

Inhaltsverzeichnis

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 culturaldifferences.
Part II: MAKING MARKETING AND BUSINESS DEVELOPMENTWORK.
7. The organisation and management of marketing in professionalservices 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.

Über Autor(innen)

Laurie Young is a specialist in the marketing of services and customer care. His career includes senior positions with PricewaterhouseCoopers, BT and Unisys. Before joining PwC, where he oversaw a total marketing team of some 300 people and a budget spend of around $80 million, he founded, built and sold his professional services company specialising in services marketing. During that period he advised a number of major international blue-chip organisations on the contribution of services marketing programmes to shareholder value.