Description
Book SynopsisNigel 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.
Trade Review"Professional Services Marketing Handbook... takes the reader through several themes, starting with the international context... through to creativity and innovation, then on to client relationship management.... For any professional seeking ways to develop relationships by crafting market offerings in such a way that benefits are translated into monetary terms based on an in-depth understanding of the client's business, this book is a must read." * Professor Malcolm McDonald MA(Oxon) MSc PhD DLitt DSc Emeritus Professor, Cranfield University School of Management *
"The contributors are responsible for developing and managing client relationships in some of the world's most respected professional services firms, and their advice and tips should be considered essential reading." * Matt Baldwin, managing director of Coast *
"This book is a 'must read' for senior marketing and BD professionals and practitioners who want to play a greater role in becoming the client champion." * Robert Pinheiro, Withy King Solicitors *
"I found something of interest in every chapter of this book. In my opinion this book raises the difficult role of a marketer in a professional services organisation to a new level of sophistication, and I highly recommend it." * John Gibbs, Leading Business Books *
Table of Contents
- 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
