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

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.

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.

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.

"...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)