Professional Services Marketing: How the Best Firms Build Premier Brands, Thriving Lead Generation Engines, and Cultures of Business Development Success - My Personal Recommendation
Review : An essential resource for professional services firms
The relentless rise of online services and tools in people's personal and professional lives is changing the way people both buy and market professional services, according to Mike Schultz, John Doerr and Lee Frederiksen in the second edition of this book. Marketing techniques that worked so dependably in the past are no longer sufficient by themselves to sustain growth into the future.
It is interesting to compare the differences between the first and second editions of the book. A chapter on content marketing has been added, and the chapter on marketing communications and lead generation has been updated to reflect the importance of online marketing techniques. Most of the other chapters have been revised and some content has been removed, but the book still gives a comprehensive overview of offline marketing as well as online.
One interesting difference is that the chapter formerly entitled "On Being Unique and Other Bad Marketing Advice" has been retitled...
Details about Professional Services Marketing: How the Best Firms Build Premier Brands, Thriving Lead Generation Engines, and Cultures of Business Development Success
Brand: Wiley
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ASIN : 1118604342
Description : A proven approach to revenue-generating marketing and client developmentProfessional Services Marketing is a fully field-tested and research-based approach to marketing and client development for professional services firms. The book, now in its Second Edition, covers five key areas that are critical for firms that want to grow and become more profitable: creating a marketing and growth strategy; establishing a brand and reputation; implementing a marketing communications program; executing lead generation strategies; and developing business by winning new clients. You will also read real-world case studies that illustrate major points, as well as quotes and stories from well-respected professionals in the industry.The Second Edition featur...
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category: Consulting
brand: Wiley
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Rating : 5.0
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