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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:   eBook : Document : EnglishView all editions and formats
Database:WorldCat
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.
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Young, Laurie.
Marketing the professional services firm.
Chichester, West Sussex, England ; Hoboken, NJ : John Wiley & Sons, ©2005
(DLC) 2005010793
(OCoLC)60028969
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Laurie Young
ISBN: 0470017163 9780470017166
OCLC Number: 62386850
Description: 1 online resource (x, 417 pages) : illustrations
Contents: Cover Contents Foreword Acknowledgements About the Author Introduction: setting the scene 1 Growth strategies 2 Gaining market perspective 3 Client segmentation. 4 Creating and managing a professional services brand 5 Competitive strategy 6 Handling international operations and cultural differences. 7 The organisation and management of marketing in professional services firms 8 Personal business generation 9 Creating or relaunching services 10 Communicating with markets 11 Client service.
Responsibility: Laurie Young.
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Abstract:

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.

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