The reach of the professional services sector has become vast and global now including everything from big accountancy and consultancy firms to the services division of such giants as IBM leading to a number of new challenges, the biggest of which is the maturing of the market. New thinking is required. Num Pages: 432 pages, Illustrations. BIC Classification: KJS; KNS. Category: (P) Professional & Vocational. Dimension: 230 x 157 x 30. Weight in Grams: 740. . 2005. 1st Edition. Hardcover. . . . . Books ship from the US and Ireland.

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Bibliographic Details

Title: Marketing the Professional Services Firm: Applying the Principles and the Science of Marketing to the Professions
Publisher: John Wiley & Sons Inc
Publication Date: 2005
Language: English
ISBN 10: 0470011734
ISBN 13: 9780470011737
Binding: Hardcover
Condition: New

About this title

Synopsis

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.

About the Author

ABOUT THE AUTHOR

LAURIE YOUNG is a specialist in the marketing of services and customer care. His career includes senior positions with PricewaterhouseCoopers, BT and Unisys. In the 1990s he founded, built and sold his own professional service firm, focussing on service marketing. Over the years he has advised a number of firms, from small, single partner, practices to large, multinational organisations on the contribution of services marketing to shareholder value.

Also by Laurie Young: Competitive Customer Care with Merlin Stone and Making Profits From New Service Development.

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