Marketing the Professional Services Firm

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.

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"...for inspiration and insight, read Marketing the Professional Services Firm..." (The Entrepreneur, Vol 33 (9) September 2005) "...An invaluable read..." (The Marketer (CIM), Feb 06)

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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.

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Foreword. Acknowledgements. About the Author. Introduction: Setting the scene. Part I: STRATEGIC ISSUES. 1. Growth strategies. 2. Gaining market perspective. 3. Client segmentation. 4. Creating and managing a professional services brand. 5. Competitive strategy. 6. Handling international operations and cultural differences. Part II: MAKING MARKETING AND BUSINESS DEVELOPMENT WORK. 7. The organisation and management of marketing in professional services firms. 8. Personal business generation. 9. Creating or relaunching services. 10. Communicating with markets. 11. Client service. 12. Marketing and human capital. Part III: THE MARKETER'S TOOL KIT. References. Index.

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