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Marketing the professional services firm : applying the principles and the science of marketing to the professions

Author: Laurie Young
Publisher: Chichester, West Sussex, England ; Hoboken, NJ : John Wiley & Sons, ©2005.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
"As markets valued at up to $700 billion worldwide mature, there is an urgent need for new marketing thinking for global players and small businesses alike. This book applies the core principles of strategic marketing to professional services for the first time, in an approach that is readable, compelling and theoretically sound. Featuring case studies from Deloitte, Russell Reynolds Associates, IBM Global Services  Read more...
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Laurie Young
ISBN: 0470011734 9780470011737
OCLC Number: 60028969
Description: x, 417 pages : illustrations ; 23 cm
Contents: Introduction : Setting the scene --
pt. 1. Strategic issues --
Growth strategies --
Gaining market perspective --
Client segmentation --
Creating and managing a professional services brand --
Competitive strategy --
Handling international operations and cultural differences --
pt. 2. Making marketing and business development work --
The organisation and management of marketing in professional services firms --
Personal business generation --
Creating or relaunching services --
Communicating with markets --
Client service --
Marketing and human capital --
pt. 3. The marketer's tool kit.
Responsibility: Laurie Young.
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Abstract:

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  Read more...

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"...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)

 
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