Professional services marketing : how the best firms build premier brands, thriving lead generation engines, and cultures of business development success / Mike Schultz, John Doerr, and Lee Frederiksen, PhD
Edition
Second edition
Published
Hoboken, New Jersey : John Wiley & Sons, Inc., [2013]
pt. I. Strategy and planning -- pt. II. Focus on branding -- pt. III. Generating and nurturing leads -- pt. IV. Making the sale
Summary
BA proven approach to revenue-generating marketing and client development/b iProfessional Services Marketing/i is a fully field-tested and research-based approach to marketing and client development for professional services firms. The book, now in its iSecond Edition/i, 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./ ululliThe iSecond Edition/i features new research and updates throughout, including new chapters on social media and online marketing, as well as new case studies and interviews/liliAuthors Mike Schultz and John E. Doerr are the coauthors of the iWall Street Journal/i and iInc. Magazine/i bestseller iRainmaking Conversations/i and iProfessional Services Marketing/i; Lee W. Frederiksen is coauthor of iOnline Marketing for Professional Services/i/liliWill be widely promoted via multiple online routes and direct mail marketing/li/ul/ul Firms of any size can use this proven approach to marketing and client development to attract new clients and grow their professional service businesses
