Laurie Young 
Marketing the Professional Services Firm [PDF ebook] 
Applying the Principles and the Science of Marketing to the Professions

Professional services are estimated to be worth up to $700 billion
worldwide, but as the market matures there is an urgent need for
new marketing thinking for global players or small businesses
alike. This book applies the core principles of strategic marketing
to professional services for the first time, in an approach that is
at once accessible and compelling. With case studies from a range
of companies including J. Walter Thompson, market research
companies, the ?big four? accounting firms, Headhunters, Interbrand
and large US legal firms, it is intended to become the definitive
book for effective strategic marketing in professional services.

Table of Content

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

About the author

ABOUT THE AUTHOR

LAURIE YOUNG is a specialist in the marketing of services and customer care. His career includes senior positions with Pricewaterhouse Coopers, BT and Unisys. In the 1990s he founded, built and sold his own professional service firm, focussing on service marketing. Over the years he has advised a number of firms, from small, single partner, practices to large, multinational organisations on the contribution of services marketing to shareholder value.

Also by Laurie Young: Competitive Customer Care with Merlin Stone and Making Profits From New Service Development.