Marketing the professional services firm: applying the principles and the science of marketing to the professions
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Chichester
Wiley
2005
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | X, 417 S. Ill., graph. Darst. |
| ISBN: | 0470011734 9780470011737 |
Staff View
MARC
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| 650 | 4 | |a Service industries |x Marketing | |
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Record in the Search Index
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|---|---|
| adam_text | Contents
Foreword jx
Acknowledgements xi
About the Author xiii
Introduction: Setting the scene I
Part I STRATEGIC ISSUES 33
1 Growth strategies 35
2 Gaining market perspective 55
3 Client segmentation 79
4 Creating and managing a professional services brand 95
5 Competitive strategy 123
6 Handling international operations and cultural differences 139
Part II MAKING MARKETING AND BUSINESS
DEVELOPMENT WORK 157
7 The organisation and management of marketing in
professional services firms 159
8 Personal business generation 197
viii CONTENTS
9 Creating or relaunching services 225
10 Communicating with markets 263
I I Client service 295
12 Marketing and human capital 319
Part III THE MARKETER S TOOL KIT 335
References 405
Index 409
|
| adam_txt |
Contents
Foreword jx
Acknowledgements xi
About the Author xiii
Introduction: Setting the scene I
Part I STRATEGIC ISSUES 33
1 Growth strategies 35
2 Gaining market perspective 55
3 Client segmentation 79
4 Creating and managing a professional services brand 95
5 Competitive strategy 123
6 Handling international operations and cultural differences 139
Part II MAKING MARKETING AND BUSINESS
DEVELOPMENT WORK 157
7 The organisation and management of marketing in
professional services firms 159
8 Personal business generation 197
viii CONTENTS
9 Creating or relaunching services 225
10 Communicating with markets 263
I I Client service 295
12 Marketing and human capital 319
Part III THE MARKETER'S TOOL KIT 335
References 405
Index 409 |
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| illustrated | Illustrated |
| index_date | 2024-07-02T15:01:56Z |
| indexdate | 2024-07-09T20:40:43Z |
| institution | BVB |
| isbn | 0470011734 9780470011737 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-014861990 |
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| physical | X, 417 S. Ill., graph. Darst. |
| publishDate | 2005 |
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| spelling | Young, Laurie 1955- Verfasser (DE-588)17247003X aut Marketing the professional services firm applying the principles and the science of marketing to the professions Laurie Young Chichester Wiley 2005 X, 417 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Commerciële dienstverlening gtt Marketing gtt Services (Industrie) - Marketing Sociétés civiles professionnelles - Marketing Professional corporations Marketing Service industries Marketing Dienstleistung (DE-588)4012178-1 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Dienstleistung (DE-588)4012178-1 s Marketing (DE-588)4037589-4 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014861990&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Young, Laurie 1955- Marketing the professional services firm applying the principles and the science of marketing to the professions Commerciële dienstverlening gtt Marketing gtt Services (Industrie) - Marketing Sociétés civiles professionnelles - Marketing Professional corporations Marketing Service industries Marketing Dienstleistung (DE-588)4012178-1 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4012178-1 (DE-588)4037589-4 |
| title | Marketing the professional services firm applying the principles and the science of marketing to the professions |
| title_auth | Marketing the professional services firm applying the principles and the science of marketing to the professions |
| title_exact_search | Marketing the professional services firm applying the principles and the science of marketing to the professions |
| title_exact_search_txtP | Marketing the professional services firm applying the principles and the science of marketing to the professions |
| title_full | Marketing the professional services firm applying the principles and the science of marketing to the professions Laurie Young |
| title_fullStr | Marketing the professional services firm applying the principles and the science of marketing to the professions Laurie Young |
| title_full_unstemmed | Marketing the professional services firm applying the principles and the science of marketing to the professions Laurie Young |
| title_short | Marketing the professional services firm |
| title_sort | marketing the professional services firm applying the principles and the science of marketing to the professions |
| title_sub | applying the principles and the science of marketing to the professions |
| topic | Commerciële dienstverlening gtt Marketing gtt Services (Industrie) - Marketing Sociétés civiles professionnelles - Marketing Professional corporations Marketing Service industries Marketing Dienstleistung (DE-588)4012178-1 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Commerciële dienstverlening Marketing Services (Industrie) - Marketing Sociétés civiles professionnelles - Marketing Professional corporations Marketing Service industries Marketing Dienstleistung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014861990&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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