| Description |
1 online resource |
| Contents |
01 Growth and globalization -- 02 Implementing a growth strategy: lessons from Asia Pacific -- 03 Developing international networks -- 04 Listening, understanding and responding to clients -- 05 Closing the commerciality gap -- 06 What legal clients want -- 07 From communities to cohorts -- 08 Thought leadership: transforming insights into opportunities -- 09 Conversation is king: connecting thought leadership and sales -- Dale Bryce -- Thought leadership and the Challenger Sale model -- Left brain vs right brain -- 10 The importance of client relationship management -- 11 Developing internal and external relationships -- 12 The primacy of relationships: how and why clients choose -- 13 It's all about value: managing marketing and business development -- 14 Managing transformational change -- 15 Understanding and exceeding partner expectations -- 16 The role of marketing KPIs in professional services firms -- 17 The future for professional services marketing: becoming a client champion |
| Summary |
"Marketing in professional services and consulting businesses (law, accounting, property, management consulting, project management, engineering, technical services, etc.) has progressed significantly in recent years. It is now seen as a major contributor to attracting and retaining clients, building a successful brand, and growing revenue and profit.Professional Services Marketing Handbook covers key issues in business development, operations, and delivery and includes case studies, insights, and advice on CRM, digital and social media, thought leadership, branding, and client thoughts to provide the tools to deliver greater business impact"-- Provided by publisher |
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"The market for professional services and consulting firms is changing, driven by evolving and more demanding client requirements. Legal, accountancy and other professional services firms are now looking for a new breed of leaders with the insight to help deliver those requirements. Professional Services Marketing Handbook, published in association with the Professional Services Marketing Group, is for marketing and business development professionals, sales specialists, and a firm's technical practitioners who want to play a fuller role in their firm's obsession with client relationship development to increase their impact and influence. Featuring international case studies and best practice from industry leaders and experts such as Allen & Overy, Baker & McKenzie, Jacobs, PwC, Reeves & Co and White & Case, Professional Services Marketing Handbook explains how to become a complete client champion - the voice of the client - to both shape and deliver a firm's client solution and experience. It helps marketers develop a growth strategy for their firm, understand and connect with clients more deeply and develop and manage client relationships to build successful brands"-- Provided by publisher |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Print version record |
| Subject |
Professions -- Marketing.
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Consulting firms.
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Marketing.
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Marketing
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marketing.
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Sales & marketing.
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BUSINESS & ECONOMICS / Marketing / General.
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BUSINESS & ECONOMICS / Consulting.
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BUSINESS & ECONOMICS / Development / Business Development.
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BUSINESS & ECONOMICS / Industrial Management
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BUSINESS & ECONOMICS / Management
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BUSINESS & ECONOMICS / Management Science
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BUSINESS & ECONOMICS / Organizational Behavior
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Consulting firms
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Marketing
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Professions -- Marketing
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Sales and marketing.
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| Form |
Electronic book
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| Author |
Clark, Nigel (Marketing executive), editor.
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Nixon, Charles, writer of foreword.
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| ISBN |
9780749473471 |
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0749473479 |
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