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.
Book Details:
- Author: Laurie Young
- ISBN: 9780470011737
- Year Published: 2005
- Pages: 432
- BISAC: BUS000000, BUSINESS & ECONOMICS/General
About the Book and Topic:
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.
The professional services sector is vast and global, encompasses a wide range of organizations of all shapes and sizes, from big accountancy and consultancy firms to the growing services arms of giants such as IBM and smaller legal, medical and architectural specialists. But while the sector is so large, it is also confronting a number of challenges, the biggest of which is the maturing of the market. That is why there is an urgent need for new thinking in terms of understanding and applying the principles of strategic marketing, whether for global players or a one-man band.
The first book to apply the proven principles of strategic marketing to the maturing professional services sector Laurie Young is well connected with publications targeting the professional services sector, and is invited to talk on this topic worldwide regularly he has connections with the CIM and AMA, and will be giving presentations and interviews to support the book Currently the only global name in this field is David Maister, who focuses on the wider business strategies of professional services firms and does not compete directly with this book
About the Author
Laurie Young is a specialist in the marketing of services and customer care. His career includes senior positions with PricewaterhouseCoopers (where he oversaw a team of 300 and a budget of $80 million), BT and Unisys. Before joining PwC he founded, built and sold a 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.