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

Front Cover
John Wiley & Sons, Mar 11, 2010 - Business & Economics - 432 pages
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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Contents

The techniques of component design
Portfolio management tools
Management issues
A checklist of issues for service designers
Overview
A reprise of relevant marketing communications concepts
The applicability of different communication methods to professional services
Marketing communications issues specifically for professional services firms

Enter the marketer
Summary
Overview
Approaches to determining strategy
Marketing strategies for the professional services firm
Summary
Overview
A reprise of relevant concepts
Structural issues specific to professional services markets
Means of gaining an objective market perspective
Opportunity analysis
Summary
Overview
Reprise of relevant segmentation concepts
Segmentation issues specific to service markets
The benefits of segmentation
Customer relationship management CRM as a challenge to the segmentation concept
A method of segmentation
Summary
Overview
A reprise of relevant brand concepts
Brand issues unique to the professional services industry
Adopting brand strategy and management
The tools used in brand management programmes
Summary
Overview
Reprise of relevant concepts
Competitive tracking and analysis
Sources of competitive advantage
Improving the firms competitive competence
Summary
Overview
A reprise of relevant international marketing issues
Tackling international strategic market issues
International marketing management issues
Tools to help with international strategy
Summary
Overview
what is marketing?
Marketing activities relevant to professional services firms
The evolution of marketing in an organisation
Managing the organisational competence of the marketing function
Different marketing roles
Different organisational constructs
An activity model for professional services marketing
Marketing administration
Marketing measurement
Organisational politics a final word to marketers on managerial effectiveness
Summary
Overview
Reprise of relevant marketing concepts
Sales or business generation issues specific to the professional services industry
Client buying behaviour
the consultative approach
General principles at different phases in the sales cycle
Useful tools and techniques
Summary
Overview
Common mistakes in service design
A reprise of relevant marketing concepts
The focus of new service development
Pricing professional services
The service design process
Strategic marketing communications issues
Managing and implementing marketing communications
Summary
Overview
a recent history
Reprise of relevant quality of service concepts
Client satisfaction issues specific to professional services firms
Planning service quality
Diagnostic techniques available to aid service improvement
Dealing with service breakdown
Satisfaction measurement
Summary
Overview
Reprise of relevant concepts
Marketing and the recruitment market
Human capital as the embodiment of the firms brand
Marketing skills in internal communication
Marketing and change management
Summary
1 The tool
2 Constructing a profile with this tool
1 The tool
2 Constructing the tool
1 The model
2 Constructing the model
1 The tool
3 Use of the tool
1 The tool
2 How to construct it
3 Use of the tool
1 The tool
2 Constructing the tool
1 The tool
2 Constructing the tool
1 The tool
2 Constructing the matrix
1 The tool
2 Constructing the tool
1 The tool
2 Constructing the tool
3 Using the tool
1 The tool
2 Constructing the model
1 The concept
2 Constructing the curve
1 The tool
2 Constructing the tool
3 Use of the tool
1 The tool
3 Use of the tool
1 The tool
2 Constructing the model
3 Use of the tool
1 The tool
2 Constructing the tool
3 Use of the tool
1 The tool
2 Constructing research projects
3 Use of the tool
1 The tool
3 Use of the tool
Copyright

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About the author (2010)

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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