Marketing the Professional Services Firm
Subtitle: Applying the Principles and the Science of Marketing to the Professions
Publisher: Wiley
Published: September 23, 2005
Language: eng
Number of pages: 432
ISBN-13: 9780470011737
First sentence: The professional services industry is a vast and varied sector of modern economies which is estimated to be worth up to $700 billion worldwide (Scott, 1998).
Description: "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."--Jacket.