"This book is that rare thing: simultaneously wise, practical, readily accessible, and data-driven. A necessary addition to your reading."
—David Maister, author of Managing the Professional Service Firm
"Professional Services Marketing will certainly become the bible of the field in short order! Without a doubt, the most useful compendium of marketing insight for the practicing professional services firm executive...BRAVO!"
—Leonard A. Schlesinger, President, Babson College, and coauthor of The Service Profit Chain
"It's no longer sufficient to be a good 'expert for hire'—you need a brand and a powerful marketing engine behind you. Professional Services Marketing is a gold mine of research based strategies, best practices, and specific techniques that will help you consistently win in the client marketplace and outshine your competition. It's thoughtful, funny, and filled with the how-to so often missing in business books."
—Andrew Sobel, coauthor of Clients for Life
"Schultz and Doerr offer tactics and information in an easy-to-read, concise, and enjoyable format. Professional Services Marketing should be a required resource in every professional marketer's tool box!"
—R. Granville Loar, Executive Director, Association for Accounting Marketing
"This book is an excellent resource for anyone involved in professional services. It is especially timely in our current challenging economic conditions, and the ideas and guidance are relevant for the better times to come as well."
—Josh Lee, Partner, Monitor Group
"Smart. Practical. Comprehensive. This is the one book that won't collect dust on my shelf."
—Kevin McMurdo, Chief Marketing Officer, Perkins Coie
"Professional Services Marketing is the first book to directly address the challenges of the professional services marketer. This book is filled with practical wisdom and research on best practices and processes specifically for this industry. A must-read for anyone in a professional services firm!"
—Paul Dunay, Global Director of Integrated Marketing, BearingPoint
"synopsis" may belong to another edition of this title.
Professional Services Marketing gives you the field-tested, research-based approaches and tactics your organization needs to succeed. It helps you sort the wheat from the chaff among the many and varied marketing strategies and tactics, allowing you to make the best possible decisions for you and your business while avoiding the common mistakes unique to professional services firms.
The book covers five key areas your firm can't grow without:
Professional Services Marketing includes case studies that illustrate the successes and failures of other firms, as well as firsthand stories from well-respected industry professionals. It helps you make the right decisions about what to do, what to spend, and how to place key people in the right roles to maximize their time and energy. Plus, it will help you avoid dreaded mistakes that lead to unproductive marketing efforts and keep you up to date on the latest thinking in the industry.
Centered around primary research on the way clients buy and reliable insight from successful firms, this is the perfect guide to growing your business for consultants, attorneys, technology professionals, accountants, engineers, and any other professional services provider.
John E. Doerr is Co-President of Wellesley Hills Group and has spent thirty years in professional services leadership. He consults, speaks, and writes on the strategy and tactics of marketing and business development for professional services. For more information or to contact the authors, please visit www.whillsgroup.com or www.raintoday.com.
"About this title" may belong to another edition of this title.
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