{"product_id":"marketing-the-professional-services-firm-9780470011737","title":"Marketing the Professional Services Firm","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eProfessional services are estimated to be worth up to $700 billion worldwide, but as the market matures there is an urgent need for new marketing thinking for global players or small businesses alike. This book applies the core principles of strategic marketing to professional services for the first time, in an approach that is at once accessible and compelling. With case studies from a range of companies including J. Walter Thompson, market research companies, the ?big four? accounting firms, Headhunters, Interbrand and large US legal firms, it is intended to become the definitive book for effective strategic marketing in professional services.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e\"...for inspiration and insight, read Marketing the Professional Services Firm...\" (The Entrepreneur, Vol 33 (9) September 2005)  \u003cp\u003e\"...An invaluable read...\" (The Marketer (CIM), Feb 06)\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eForeword ix\u003c\/p\u003e \u003cp\u003eAcknowledgements xi\u003c\/p\u003e \u003cp\u003eAbout the Author xiii\u003c\/p\u003e \u003cp\u003eIntroduction: Setting the scene 1\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I Strategic Issues \u003c\/b\u003e\u003cb\u003e33\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e1 Growth strategies 35\u003c\/p\u003e \u003cp\u003e2 Gaining market perspective 55\u003c\/p\u003e \u003cp\u003e3 Client segmentation 79\u003c\/p\u003e \u003cp\u003e4 Creating and managing a professional services brand 95\u003c\/p\u003e \u003cp\u003e5 Competitive strategy 123\u003c\/p\u003e \u003cp\u003e6 Handling international operations and cultural differences 139\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II Making Marketing and Business Development Work \u003c\/b\u003e\u003cb\u003e157\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e7 The organisation and management of marketing in professional services firms 159\u003c\/p\u003e \u003cp\u003e8 Personal business generation 197\u003c\/p\u003e \u003cp\u003e9 Creating or relaunching services 225\u003c\/p\u003e \u003cp\u003e10 Communicating with markets 263\u003c\/p\u003e \u003cp\u003e11 Client service 295\u003c\/p\u003e \u003cp\u003e12 Marketing and human capital 319\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III The Marketer’s Tool Kit \u003c\/b\u003e\u003cb\u003e335\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eReferences 405\u003c\/p\u003e \u003cp\u003eIndex 409\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49402252132695,"sku":"9780470011737","price":32.29,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780470011737.jpg?v=1730479839","url":"https:\/\/bookcurl.com\/products\/marketing-the-professional-services-firm-9780470011737","provider":"Book Curl","version":"1.0","type":"link"}