Marketing the Professional Services Firm

副标题: Applying the Principles and the Science of Marketing to the Professions

ISBN: 9780470011737

出版社: John Wiley & Sons

出版年: 2005-09-23

页数: 417

定价: USD 55.00

装帧: Hardcover

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.