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Marketing the Professional Services Firm: Applying the Principles and the Science of Marketing to the Professions
£35.20
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.
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Additional information
| Publisher | 1st edition (28 July 2005), Wiley |
|---|---|
| Language | English |
| Hardcover | 432 pages |
| ISBN-10 | 0470011734 |
| ISBN-13 | 978-0470011737 |
| Dimensions | 15.24 x 2.97 x 22.86 cm |
by T. J. Horigan
If you are looking for something that provides an overview of B2B marketing with a focus on professional services then this is the book for you. Marketing the Professional Services firm is an interesting read with some very useful case studies to help explain the subject matter. Better still, if you’re in a hurry, the overview at the beginning of each chapter provides a snapshot of the contents to follow.
Young discusses all of the tools needed to get the job done within a professional partnership organisation and explains how classic marketing theory can be applied to professional services. I like the way he introduces the reader to different scenarios, highlights common themes but doesn’t claim that the book will have all the answers.
It is a good text to dip into when facing a new challenge at work or simply to get a refresher on the Boston Matrix or Service Gap model. I found the chapters on Creating and managing a professional services brand and personal business generation particularly useful at the time of reading but have since delved in to equally helpful chapters.
A must have for any serious professional services marketer or those new to the sector.
by Richard Ilsley
Laurie Young is a very good writer and as someone with extensive personal experience of running a very successful firm he has written one of the best books available to focus on the marketing of the professional services firm.
by Pat Thompson
An excellent book. Really helpful on how to run a professional services consultancy especially with respect to strategic issues and marketing. Had I read this book 20 years ago it would have helped me deal with a lot of potential obstacles and leadership issues before they arose. It was spot on.
by Charles Nixon
This is classic book on the subject . We recommend it to all delegates taking the CIM Professional Services Marketing Diploma
by Baah
I would recommend this to anyone looking for a little bit of advice on how to do marketing for a professional service firm.
by Turnips
This is an excellent account of professional services marketing – comprehensive, detailed and thorough. Laurie Young clearly knows what he is talking about.
Implementing the ideas in this book will vastly improve your marketing performance. But the book is probably inappropriate for use by very small companies.
Only four stars because it’s a bit dry.
by Rolf Dobelli
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.
by Professor Brian D Smith
As anyone with an interest in this book will know, marketing professional services is difficult and often poorly done. So there is a strong need for this book. I liked several things about it.
1) It’s well-founded on the research and not just the author’s opinions.
2) It flows from strategy to tactics and is not just anecdotal stuff about how to promote the business
3) It’s got good, relevant and up to date examples
4) It’s clearly written by and for practitioners in the real world.
What didn’t I like? Laurie Young’s style is direct and can be jarring to one’s complacency. Which actually, on reflection, is not a bad thing. Just don’t read this book to confirm your own views! If your job involves marketing professional services, this is one of those books to make time for.