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Marketing the Professional Services Firm
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Marketing the Professional Services Firm Hardback - 2005 - 1st Edition

by Laurie Young

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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. With case studies from a range of companies including J. Walter Thompson, market research companies, the ?big four? accounting firms, Headhunters, Interbrand and large US legal firms, it is intended to become the definitive book for effective strategic marketing in professional services.

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From the publisher

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. With case studies from a range of companies including J. Walter Thompson, market research companies, the ?big four? accounting firms, Headhunters, Interbrand and large US legal firms, it is intended to become the definitive book for effective strategic marketing in professional services.

First line

The professional services industry is a vast and varied sector of modern economies which is estimated to be worth up to $700 billion worldwide (Scott, 1998).

From the rear cover

MARKETING THE PROFESSIONAL SERVICES FIRM
APPLYING THE PRINCIPLES AND THE SCIENCE OF MARKETING TO THE PROFESSIONS

LAURIE YOUNG

The professional services sector is vast and growing. Traditionally associated with accountancy and legal firms, today's market ranges from IT & Telecoms through management and recruitment consultancy to architects, surveyors, financial and retail services. Within it are all kinds of businesses, from international brands to niche players.

As markets valued at up to $700 billion worldwide mature, there is an urgent need for new marketing thinking for global players and small businesses alike. This book applies the core principles of strategic marketing to professional services for the first time, in an approach that is readable, compelling and theoretically sound. Featuring case studies from Deloitte, Russell Reynolds Associates, IBM Global Services and Interbrand, it is the definitive guide to effective marketing and business development in professional services.

Details

  • Title Marketing the Professional Services Firm
  • Author Laurie Young
  • Binding Hardback
  • Edition number 1st
  • Edition 1
  • Pages 432
  • Volumes 1
  • Language ENG
  • Publisher Wiley, Chichester, England
  • Publication date 2005-09-01
  • Illustrated Yes
  • Features Bibliography, Dust Cover, Illustrated, Index, Table of Contents
  • ISBN 9780470011737 / 0470011734
  • Weight 1.67 lbs (0.76 kg)
  • Dimensions 9.26 x 6.12 x 1.13 in (23.52 x 15.54 x 2.87 cm)
  • Category Business / Economics / Finance
  • Library of Congress subjects Service industries - Marketing, Professional corporations - Marketing
  • Library of Congress Catalogue Number 2005010793
  • Dewey Decimal Code 658.8

About the author

ABOUT THE AUTHOR

LAURIE YOUNG is a specialist in the marketing of services and customer care. His career includes senior positions with PricewaterhouseCoopers, BT and Unisys. In the 1990s he founded, built and sold his own professional service firm, focussing on service marketing. Over the years he has advised a number of firms, from small, single partner, practices to large, multinational organisations on the contribution of services marketing to shareholder value.

Also by Laurie Young: Competitive Customer Care with Merlin Stone and Making Profits From New Service Development.

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Marketing the Professional Services Firm : Applying the Principles and the Science of Marketing to the Professions

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