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Professional services marketing : how the best firms build premier brands, thriving lead generation engines, and cultures of business development success

Author: Mike Schultz; John E Doerr
Publisher: Hoboken, N.J. : John Wiley & Sons, ©2009.
Edition/Format:   Book : EnglishView all editions and formats
Database:WorldCat
Summary:

A proven, experience-tested, research-based approach to marketing for professional services firms Professional Services Marketing is a field-tested and research-based approach to marketing and  Read more...

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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Mike Schultz; John E Doerr
ISBN: 9780470438992 0470438991
OCLC Number: 298775914
Description: xx, 332 pages : illustrations ; 24 cm
Contents: What marketing can do for a firm --
Marketing planning --
Keys to building a terrible marketing strategy --
The seven levers of lead generation and marketing planning --
How to think about fees and pricing --
Don't worry about your competition (let them worry about you) --
The "get it done" culture --
Brand : what it is, why bother --
Three elements of well-crafted brand messaging --
Uncovering your key brand attributes --
Your firm, your brand --
RAMP up your brand --
On being unique and other bad marketing advice --
Building brand and marketing messages --
On becoming a thought leader --
Marketing communications and lead generation tactics --
Introduction to lead generation --
Value and offers in lead generation --
The case for sustained lead generation and relationship nurturing --
Targeting --
RAIN selling --
Networking, relationships, trust, and value --
Selling with hustle, passion, and intensity.
Responsibility: Mike Schultz, John E. Doerr.

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