| Document Type
|
:
|
BL
|
| Record Number
|
:
|
959545
|
| Doc. No
|
:
|
b713915
|
| Main Entry
|
:
|
Young, Laurie,1955-
|
| Title & Author
|
:
|
Marketing the professional services firm : : applying the principles and the science of marketing to the professions /\ Laurie Young.
|
| Publication Statement
|
:
|
Chichester, West Sussex, England ;Hoboken, NJ :: John Wiley & Sons,, ©2005.
|
| Page. NO
|
:
|
x, 417 pages :: illustrations ;; 23 cm
|
| ISBN
|
:
|
0470011734
|
|
|
:
|
: 9780470011737
|
| Bibliographies/Indexes
|
:
|
Includes bibliographical references pages (405-407) and index.
|
| Contents
|
:
|
Introduction : Setting the scene -- pt. 1. Strategic issues -- Growth strategies -- Gaining market perspective -- Client segmentation -- Creating and managing a professional services brand -- Competitive strategy -- Handling international operations and cultural differences -- pt. 2. Making marketing and business development work -- The organisation and management of marketing in professional services firms -- Personal business generation -- Creating or relaunching services -- Communicating with markets -- Client service -- Marketing and human capital -- pt. 3. The marketer's tool kit.
|
| Abstract
|
:
|
"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."--Jacket.
|
| Subject
|
:
|
Professional corporations-- Marketing.
|
| Subject
|
:
|
Service industries-- Marketing.
|
| Subject
|
:
|
Services (Industrie)-- Marketing.
|
| Subject
|
:
|
Sociétés civiles professionnelles-- Marketing.
|
| Subject
|
:
|
Dienstleistung
|
| Subject
|
:
|
Marketing
|
| Subject
|
:
|
Service industries-- Marketing.
|
| Subject
|
:
|
Commerciële dienstverlening.
|
| Subject
|
:
|
Marketing.
|
| Dewey Classification
|
:
|
658.8
|
| LC Classification
|
:
|
HD9981.5.Y68 2005
|
| NLM classification
|
:
|
83.68bcl
|
|
|
:
|
83.68.bcl
|
|
|
:
|
85.40bcl
|
|
|
:
|
85.40.bcl
|
|
|
:
|
QP 600rvk
|