Marketing the Professional Services Firm Applying the Principles and the Science of Marketing to the Professions

by Young, Laurie

• ISBN13: 9780470011737
• ISBN10: 0470011734
• Edition: 1st
• Format: Hardcover
• Copyright: 2005-09-02
• Publisher: WILEY

Summary

Professional 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.

Author Biography

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.

Table of Contents

Foreword

Acknowledgements

Section One  Strategic Issues

Introduction  Setting the Scene

Chapter One  Market-Oriented Strategy

Chapter Two  Gaining Market Perspective

Chapter Three Client Segmentation

Chapter Four  Creating and Managing a Professional Services Brand

Chapter Five  Competitive Strategy

Chapter Six  Handling International Operations and Cultural Differences

Section Two  Making Marketing and Business Development Work

Chapter Seven  The Organisation and Management of Marketing in Professional Services Firms

Chapter Eight  Personal Business Generation

Chapter Nine  Creating or Relaunching Services

Chapter Ten  Communicating with Markets

Chapter Eleven  Client Service

Chapter Twelve  Marketing and Human Capital

Section Three   Toolkit

References

Index