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 … More >>
#1 by Rolf Dobelli on July 2, 2010 - 1:41 am
As professional services firms become more prevalent, their industry is also becoming more competitive. Professional services firms must understand how to tell the marketplace about their special qualifications and accomplishments. Author Laurie Young’s textbook includes the information marketers need to do this, but because it is, in fact, a textbook, readers will have to sift through both theory and details to find practical suggestions. Young backs up his sound conceptual ideas with numerous case studies of major companies. getAbstract recommends this book to students and to practitioners looking for a comprehensive understanding of marketing practices in the evolving professional services industry.
Rating: 4 / 5
#2 by P. Randall on July 2, 2010 - 4:31 am
Laurie Young’s book will be invaluable for both marketers and partners in professional firms who have marketing or BD responsibility. He covers all of the key issues and obviously speaks from a wealth of experience, having been a partner in a major firm himself. Laurie Young has the ability to combine a really sound approach to marketing theory with a very readable style. This book is really substantial and covers everything from the psychology of the customer buying services to the best way to structure a business development function. I learnt a lot from it.
Rating: 5 / 5
#3 by Elijah Chingosho on July 2, 2010 - 4:59 am
This is a well written book with a wealth of information on strategic marketing of professional services. The book brings new insights that should be very useful for those who wish to grow their professional services, particularly those who wish to expand into global markets.
The author reinforces the ideas and concepts with some useful and insightful case studies. This is an important reference book that is recommended. In addition to this book, I also recommend that you read “Marketing Professional Services” by Philip Kotler, Thomas Hayes and Paul N. Bloom and “Marketing Your Consulting Services: A Business Consulting Resource” by Elaine Biech. These just about cover all one needs to learn about marketing professional services.
Rating: 4 / 5