Marketing the Professional Services Firm: Applying the Principles and the Science of Marketing to the Professions

Foreword ix

Acknowledgements xi

About the Author xiii

Introduction: Setting the scene 1

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

9 Creating or relaunching services 225

10 Communicating with markets 263

11 Client service 295

12 Marketing and human capital 319

Part III The Marketer’s Tool Kit 335

References 405

Index 409