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Marketing the Professional Services Firm: Applying the Principles and the Science of Marketing to the Professions
Laurie Young
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Description for Marketing the Professional Services Firm: Applying the Principles and the Science of Marketing to the Professions
Hardcover. The reach of the professional services sector has become vast and global now including everything from big accountancy and consultancy firms to the services division of such giants as IBM leading to a number of new challenges, the biggest of which is the maturing of the market. New thinking is required. Num Pages: 432 pages, Illustrations. BIC Classification: KJS; KNS. Category: (P) Professional & Vocational. Dimension: 230 x 157 x 30. Weight in Grams: 740.
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 ... Read more
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 ... Read more
Product Details
Format
Hardback
Publication date
2005
Publisher
John Wiley & Sons Inc United Kingdom
Number of pages
432
Condition
New
Number of Pages
432
Place of Publication
New York, United States
ISBN
9780470011737
SKU
V9780470011737
Shipping Time
Usually ships in 4 to 8 working days
Ref
99-2
About Laurie Young
ABOUT THE AUTHOR LAURIE YOUNG is a specialist in the marketing of services and customer care. His career includes senior positions with PricewaterhouseCoopers, BT and Unisys. In the 1990s he founded, built and sold his own professional service firm, focussing on service marketing. Over the years he has advised a number of firms, from small, single partner, practices ... Read more
Reviews for Marketing the Professional Services Firm: Applying the Principles and the Science of Marketing to the Professions
"...for inspiration and insight, read Marketing the Professional Services Firm..." (The Entrepreneur, Vol 33 (9) September 2005) "...An invaluable read..." (The Marketer (CIM), Feb 06)