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

Young, Laurie

Couverture rigide

ISBN 10 : 0470011734 ISBN 13 : 9780470011737

Editeur : Wiley, 2005

Synopsis

Professional services are estimated to be worth up to USD700 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.

A propos du livre

Quatrième de couverture :

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.

Biographie de l'auteur :

Laurie Young is a specialist in the marketing of services and customer care. His career includes senior positions with PricewaterhouseCoopers, BT and Unisys. Before joining PwC, where he oversaw a total marketing team of some 300 people and a budget spend of around $80 million, he founded, built and sold his professional services company specialising in services marketing. During that period he advised a number of major international blue–chip organisations on the contribution of services marketing programmes to shareholder value.

À propos de cette édition

• Éditeur: Wiley
• Date d'édition: 2005
• ISBN 10: 0470011734
• ISBN 13: 9780470011737
• Reliure: Relié
• Nombre de pages: 432