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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; Lee W Frederiksen
Publisher: Hoboken, N.J. : J. Wiley & Sons, ©2013.
Edition/Format:   eBook : Document : English : 2nd edView all editions and formats
Database:WorldCat
Summary:

A proven approach to revenue-generating marketing and client development Professional Services Marketing is a fully field-tested and research-based approach to marketing and client development for  Read more...

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Genre/Form: Livres électroniques
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Mike Schultz; John E Doerr; Lee W Frederiksen
ISBN: 9781118688434 1118688430
OCLC Number: 865675996
Notes: Titre de l'écran-titre (visionné le 7 févr. 2014).
TRAITEMENT SOMMAIRE.
Description: 1 ressource en ligne (1 v.)
Contents: Acknowledgments ix Introduction 1 PART I Strategy and Planning 5 Chapter 1 What Marketing Can Do for a Firm 7 Chapter 2 Marketing Planning 23 Chapter 3 Keys to Building a Terrible Marketing Strategy 37 Chapter 4 The Seven Levers of Lead Generation and Marketing Planning 43 Chapter 5 How to Think about Fees and Pricing 55 Chapter 6 Don't Worry about Your Competition (Let Them Worry about You) 69 PART II Focus on Branding 79 Chapter 7 Brand--What It Is; Why Bother 81 Chapter 8 Three Elements of Well-Crafted Brand Messaging 93 Chapter 9 Uncovering Your Key Brand Attributes 107 Chapter 10 Your Firm, Your Brand 123 Chapter 11 RAMP Up Your Brand 137 Chapter 12 Differentiating Your Firm 147 Chapter 13 Building Brand and Marketing Messages 157 Chapter 14 On Becoming a Thought Leader 167 PART III Generating and Nurturing Leads 181 Chapter 15 Content Marketing 183 Chapter 16 Marketing Communications and Lead Generation Tactics 195 Chapter 17 Introduction to Lead Generation 241 Chapter 18 Value and Offers in Lead Generation 249 Chapter 19 The Case for Sustained Lead Generation and Relationship Nurturing 257 Chapter 20 Targeting 271 PART IV Making the Sale 281 Chapter 21 RAIN Selling 283 Chapter 22 Creating Essential Relationships 297 Chapter 23 Building a Culture of Business Development Success 311 Chapter 24 Selling with Hustle, Passion, and Intensity 323 About RAIN Group 329 About RainToday.com 331 About Hinge 333 About the Authors 335 Index 339
Responsibility: Mike Schultz, John Doerr, and Lee W. Frederiksen.

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