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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 Doerr
Publisher: Hoboken : John Wiley & Sons, 2009.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Database:WorldCat
Summary:
Praise for Professional Services Marketing. "This book is that rare thing: simultaneously wise, practical, readily accessible, and data-driven. A necessary addition to your reading.". -- David Maister, author of Managing the Professional Service Firm." Professional Services Marketing will certainly become the bible of the field in short order! Without a doubt, the most useful compendium of marketing insight for the  Read more...
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Genre/Form: Electronic books
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Mike Schultz; John Doerr
ISBN: 9780470521977 047052197X 1282186124 9781282186125
OCLC Number: 438707578
Description: 1 online resource (355 p.)
Contents: PROFESSIONAL SERVICES MARKETING: How the Best Firms Build Premier Brands, Thriving Lead Generation Engines, and Cultures of Business Development Success; Contents; Acknowledgments; Introduction; Chapter 1: What Marketing Can Do for a Firm; Chapter 2: Marketing Planning; Chapter 3: Keys to Building a Terrible Marketing Strategy; Chapter 4: The Seven Levers of Lead Generation and Marketing Planning; Chapter 5: How to Think about Fees and Pricing; Chapter 6: Don't Worry about Your Competition (Let Them Worry about You); Chapter 7: The ''Get It Done'' Culture; Chapter 8: Brand--What It Is. Why BotherChapter 9: Three Elements of Well-Crafted Brand Messaging; Chapter 10: Uncovering Your Key Brand Attributes; Chapter 11: Your Firm, Your Brand; Chapter 12: RAMP Up Your Brand; Chapter 13: On Being Unique and Other Bad Marketing Advice; Chapter 14: Building Brand and Marketing Messages; Chapter 15: On Becoming a Thought Leader; Chapter 16: Marketing Communications and Lead Generation Tactics; Chapter 17: Introduc.

Abstract:

Praise for Professional Services Marketing. "This book is that rare thing: simultaneously wise, practical, readily accessible, and data-driven. A necessary addition to your reading.". -- David Maister, author of Managing the Professional Service Firm." Professional Services Marketing will certainly become the bible of the field in short order! Without a doubt, the most useful compendium of marketing insight for the practicing professional services firm executive ... BRAVO!". -- Leonard A. Schlesinger, President, Babson College, and coauthor of The Service Profit Chain. & quot.

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