Laurie (PWC) Young,
Laurie Young
Marketing the Professional Services Firm
Applying the Principles and the Science of Marketing to the Professions
Gebonden Engels 2005 9780470011737
Verwachte levertijd ongeveer 9 werkdagen
Samenvatting
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.
Specificaties
ISBN13:9780470011737
Taal:Engels
Bindwijze:gebonden
Aantal pagina's:432
Uitgever:John Wiley & Sons
Hoofdrubriek:Reclame en verkoop, Algemeen management
Lezersrecensies
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Inhoudsopgave
Foreword.
<p>Acknowledgements.</p>
<p>About the Author.</p>
<p>Introduction: Setting the scene.</p>
<p>Part I: STRATEGIC ISSUES.</p>
<p>1. Growth strategies.</p>
<p>2. Gaining market perspective.</p>
<p>3. Client segmentation.</p>
<p>4. Creating and managing a professional services brand.</p>
<p>5. Competitive strategy.</p>
<p>6. Handling international operations and cultural differences.</p>
<p>Part II: MAKING MARKETING AND BUSINESS DEVELOPMENT WORK.</p>
<p>7. The organisation and management of marketing in professional services firms.</p>
<p>8. Personal business generation.</p>
<p>9. Creating or relaunching services.</p>
<p>10. Communicating with markets.</p>
<p>11. Client service.</p>
<p>12. Marketing and human capital.</p>
<p>Part III: THE MARKETER S TOOL KIT.</p>
<p>References.</p>
<p>Index.</p>
<p>Acknowledgements.</p>
<p>About the Author.</p>
<p>Introduction: Setting the scene.</p>
<p>Part I: STRATEGIC ISSUES.</p>
<p>1. Growth strategies.</p>
<p>2. Gaining market perspective.</p>
<p>3. Client segmentation.</p>
<p>4. Creating and managing a professional services brand.</p>
<p>5. Competitive strategy.</p>
<p>6. Handling international operations and cultural differences.</p>
<p>Part II: MAKING MARKETING AND BUSINESS DEVELOPMENT WORK.</p>
<p>7. The organisation and management of marketing in professional services firms.</p>
<p>8. Personal business generation.</p>
<p>9. Creating or relaunching services.</p>
<p>10. Communicating with markets.</p>
<p>11. Client service.</p>
<p>12. Marketing and human capital.</p>
<p>Part III: THE MARKETER S TOOL KIT.</p>
<p>References.</p>
<p>Index.</p>
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Rubrieken
- advisering
- algemeen management
- coaching en trainen
- communicatie en media
- economie
- financieel management
- inkoop en logistiek
- internet en social media
- it-management / ict
- juridisch
- leiderschap
- marketing
- mens en maatschappij
- non-profit
- ondernemen
- organisatiekunde
- personal finance
- personeelsmanagement
- persoonlijke effectiviteit
- projectmanagement
- psychologie
- reclame en verkoop
- strategisch management
- verandermanagement
- werk en loopbaan