{"product_id":"professional-services-marketing-9781118604342","title":"Professional Services Marketing","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cb\u003eA proven approach to revenue-generating marketing and client development\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eProfessional Services Marketing\u003c\/i\u003e is a fully field-tested and research-based approach to marketing and client development for professional services firms. The book, now in its \u003ci\u003eSecond Edition\u003c\/i\u003e, covers five key areas that are critical for firms that want to grow and become more profitable: creating a marketing and growth strategy; establishing a brand and reputation; implementing a marketing communications program; executing lead generation strategies; and developing business by winning new clients. You will also read real-world case studies that illustrate major points, as well as quotes and stories from well-respected professionals in the industry.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eThe \u003ci\u003eSecond Edition\u003c\/i\u003e features new research and updates throughout, including new chapters on social media and online marketing, as well as new case studies and interviews\u003c\/li\u003e \u003cli\u003eAuthors Mike Schultz and John E. Doerr are t\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eAcknowledgments ix\u003c\/p\u003e \u003cp\u003eIntroduction 1\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I Strategy and Planning 5\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 1 What Marketing Can Do for a Firm 7\u003c\/p\u003e \u003cp\u003eChapter 2 Marketing Planning 23\u003c\/p\u003e \u003cp\u003eChapter 3 Keys to Building a Terrible Marketing Strategy 37\u003c\/p\u003e \u003cp\u003eChapter 4 The Seven Levers of Lead Generation and Marketing Planning 43\u003c\/p\u003e \u003cp\u003eChapter 5 How to Think about Fees and Pricing 55\u003c\/p\u003e \u003cp\u003eChapter 6 Don’t Worry about Your Competition (Let Them Worry about You) 69\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II Focus on Branding 79\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 7 Brand—What It Is; Why Bother 81\u003c\/p\u003e \u003cp\u003eChapter 8 Three Elements of Well-Crafted Brand Messaging 93\u003c\/p\u003e \u003cp\u003eChapter 9 Uncovering Your Key Brand Attributes 107\u003c\/p\u003e \u003cp\u003eChapter 10 Your Firm, Your Brand 123\u003c\/p\u003e \u003cp\u003eChapter 11 RAMP Up Your Brand 137\u003c\/p\u003e \u003cp\u003eChapter 12 Differentiating Your Firm 147\u003c\/p\u003e \u003cp\u003eChapter 13 Building Brand and Marketing Messages 157\u003c\/p\u003e \u003cp\u003eChapter 14 On Becoming a Thought Leader 167\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III Generating and Nurturing Leads 181\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 15 Content Marketing 183\u003c\/p\u003e \u003cp\u003eChapter 16 Marketing Communications and Lead Generation Tactics 195\u003c\/p\u003e \u003cp\u003eChapter 17 Introduction to Lead Generation 241\u003c\/p\u003e \u003cp\u003eChapter 18 Value and Offers in Lead Generation 249\u003c\/p\u003e \u003cp\u003eChapter 19 The Case for Sustained Lead Generation and Relationship Nurturing 257\u003c\/p\u003e \u003cp\u003eChapter 20 Targeting 271\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart IV Making the Sale 281\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 21 RAIN Selling 283\u003c\/p\u003e \u003cp\u003eChapter 22 Creating Essential Relationships 297\u003c\/p\u003e \u003cp\u003eChapter 23 Building a Culture of Business Development Success 311\u003c\/p\u003e \u003cp\u003eChapter 24 Selling with Hustle, Passion, and Intensity 323\u003c\/p\u003e \u003cp\u003eAbout RAIN Group 329\u003c\/p\u003e \u003cp\u003eAbout RainToday.com 331\u003c\/p\u003e \u003cp\u003eAbout Hinge 333\u003c\/p\u003e \u003cp\u003eAbout the Authors 335\u003c\/p\u003e \u003cp\u003eIndex 339\u003c\/p\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49406893818199,"sku":"9781118604342","price":20.4,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781118604342.jpg?v=1730497471","url":"https:\/\/bookcurl.com\/products\/professional-services-marketing-9781118604342","provider":"Book Curl","version":"1.0","type":"link"}