Marketing and Selling Professional Services
Summary
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Marketing and Selling Professional Services by Patrick Forsyth
Professional services may be special, but they are in no way specially protected from competitiveness. Like any other business they prosper only by attracting sufficient clients, the right kind of work, at the right time and at the right rates, and then by satisfying, retaining and developing clients over the long term. However, marketing and selling skills do not always sit comfortably with fee-earning businesses, many of which may prefer to trade on their expertise alone. This fully revised and updated edition of Marketing and Selling Professional Services addresses how to approach marketing and selling in such a sector: how to view the necessity for it, create a marketing culture to cope with it and, then to follow through with professional personal selling. This new edition includes the following: a blueprint for marketing success; marketing planning; planning promotional activity; the promotional mix; promotion by post; making personal selling acceptable; client development It offers practical comments on a range of issues ranging from fitting marketing into a fee-earning environment to the difficulties of decision making in partnerships. Originally published as Marketing Professional Services, this updated third edition demystifies marketing and helps you plan and implement appropriate marketing action - and make it work. It also includes a foreword by the Professional Marketing Forum and is fully endorsed by the Institute of Directors.
"A major new edition" * Commerce & Industry *
"The good news is that professional services firms have accepted and recognize the value of marketing. The bad news is that professional services firms fail to have a client-focused, continuous effort led by strong, knowledgeable marketing personnel. Marketing & Selling Professional Services is a must-read for those in these exciting positions." * Professional Marketing *
"Copious in information, fundamental and practical in advice... a convincing and positive guide." * PRACTICE MARKETING *
"Patrick has a lucid and elegant style of writing, which allows him to present information in a way that is organized, focused and easy to apply." * PROFESSIONAL MARKETING *
"Patrick Forsyth has an easy knack of writing books in such a way that even hardy, well-worn practitioners will find refreshing." * SALES AND MARKETING MAGAZINE *
"Lots of practical advice and easy to follow charts and tables." * LEGAL TIMES *
"Marketing Professional Services should be on the desk of every professional service marketer" * Paul M Jaffa, Chairman, Professional Services Marketing Group National Committee *
"The good news is that professional services firms have accepted and recognize the value of marketing. The bad news is that professional services firms fail to have a client-focused, continuous effort led by strong, knowledgeable marketing personnel. Marketing & Selling Professional Services is a must-read for those in these exciting positions." * Professional Marketing *
"Copious in information, fundamental and practical in advice... a convincing and positive guide." * PRACTICE MARKETING *
"Patrick has a lucid and elegant style of writing, which allows him to present information in a way that is organized, focused and easy to apply." * PROFESSIONAL MARKETING *
"Patrick Forsyth has an easy knack of writing books in such a way that even hardy, well-worn practitioners will find refreshing." * SALES AND MARKETING MAGAZINE *
"Lots of practical advice and easy to follow charts and tables." * LEGAL TIMES *
"Marketing Professional Services should be on the desk of every professional service marketer" * Paul M Jaffa, Chairman, Professional Services Marketing Group National Committee *
Patrick Forsyth runs Touchstone Training & Consultancy, which specialises in training in various personal skills necessary to marketing, communications and management. He is the author of many books, including Marketing Stripped Bare, Powerful Reports and Proposals, Successful Time Management, Getting a Top Job in Marketing and Marketing (all published by Kogan Page).
| SKU | Unavailable |
| ISBN 13 | 9780749440909 |
| ISBN 10 | 0749440902 |
| Title | Marketing and Selling Professional Services |
| Author | Patrick Forsyth |
| Condition | Unavailable |
| Binding Type | Hardback |
| Publisher | Kogan Page Ltd |
| Year published | 2003-11-03 |
| Number of pages | 335 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |