Product Description

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.

Product Details

• Amazon Sales Rank: #118831 in Books
• Published on: 2005-07-28
• Original language: English
• Number of items: 1
• Binding: Hardcover
• 432 pages

Review
"...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)

Review
"...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)

From the Back Cover
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.

Customer Reviews

Practical strategic marketing in a nutshell
I would recommend this book for anyone who has responsibility for winning work in their firm – or who wants to be in the position in the future. Although Laurie Young uses many models and case studies to make his points, this isn’t an academic text or for marketers only. It has real practical insights into personal business generation and client retention which I have found enormously interesting and useful.

For those who have a management role the chapter covering growth strategy, competition and client service are well worth reading.

An excellent, well focused guide
The beauty of this book is that it takes a very broad look at professional services. Laurie Young not only focusses on accountants and lawyers, but on all sectors where services are marketed or used to add value. I found the numerous case studies particularly useful – especially as they cover both large and small organisations. I had never thought of recruitment firms, IT and telecoms companies and pharmacies as having much in common but each story makes a very relevant point.

Because of the range of topics covered there were some areas not relevant to our business – such as handling international operations – but they were still well worth reading. The Marketers Toolkit at the end is particularly useful.

On the button
As anyone with an interest in this book will know, marketing professional services is difficult and often poorly done. So there is a strong need for this book. I liked several things about it.

1) It's well-founded on the research and not just the author's opinions.

2) It flows from strategy to tactics and is not just anecdotal stuff about how to promote the business

3) It's got good, relevant and up to date examples

4) It's clearly written by and for practitioners in the real world.

What didn't I like? Laurie Young's style is direct and can be jarring to one's complacency. Which actually, on reflection, is not a bad thing. Just don't read this book to confirm your own views! If your job involves marketing professional services, this is one of those books to make time for.