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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. : Wiley, ©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
Additional Physical Format: Print version:
Schultz, Mike, 1974-
Professional services marketing.
Hoboken, N.J. : Wiley, ©2009
(DLC) 2009007398
(OCoLC)298775914
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Mike Schultz; John E Doerr
ISBN: 9780470521977 047052197X 9780470521984 0470521988 9780470521748 0470521740 1282186124 9781282186125
OCLC Number: 497172888
Description: 1 online resource (xx, 332 pages) : illustrations
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.

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. "It's no longer sufficien.

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