让专业服务走向市场MARKETING THE PROFESSIONAL SERVICES FIRM
点此进入淘宝搜索页搜索分类: 图书,进口原版书,经管与理财 Business & Investing ,
作者： Laurie Young著
出 版 社： John Wiley & Sons
出版时间： 2005-12-1字数：版次： 1页数： 417印刷时间： 2005/12/01开本：印次：纸张： 胶版纸I S B N ： 9780470011737包装： 精装编辑推荐
作者简介：
Laurie Young is a specialist in the marketing of services and customer care. His career includes senior positions with PricewaterhouseCoopers, BT and Unisys. Before joining PwC, where he oversaw a total marketing team of some 300 people and a budget spend of around $80 million, he founded, built and sold his professional services company specialising in services marketing. During that period he advised a number of major international blue-chip organisations on the contribution of services marketing programmes to shareholder value.
内容简介
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.
目录
Foreword
Acknowledgements
About the Author
Introduction: Setting the scene
Part I: STRATEGIC ISSUES
1.Growth strategies
2.Gaining market perspective
3.Client segmentation
4.Creating and managing a professional services brand
5.Competitive strategy
6.Handling international operations and cultural differences
Part II: MAKING MARKETING AND BUSINESS DEVELOPMENT WORK
7.The organisation and management of marketing in professional services firms
8.Personal business generation
9.Creating or relaunching services
10.Communicating with markets
11.Client service
12.Marketing and human capital
Part III: THE MARKETER’S TOOL KIT
References
Index
