Marketing the Professional Services Firm

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.

Foreword ix Acknowledgements xi About the Author xiii Introduction: Setting the scene 1 Part I Strategic Issues 33 1 Growth strategies 35 2 Gaining market perspective 55 3 Client segmentation 79 4 Creating and managing a professional services brand 95 5 Competitive strategy 123 6 Handling international operations and cultural differences 139 Part II Making Marketing and Business Development Work 157 7 The organisation and management of marketing in professional services firms 159 8 Personal business generation 197 9 Creating or relaunching services 225 10 Communicating with markets 263 11 Client service 295 12 Marketing and human capital 319 Part III The Marketer’s Tool Kit 335 References 405 Index 409