Sinopsis
Where competing for business for the professional firm--accountants, lawyers, consultants and other professionals--was once driven by the practice itself, it's now driven by the market. Now, a new body of marketing knowledge is emerging to help professionals better market their services and compete effectively.
In this revision of the marketing classic, Competing for Clients, marketing expert and author Bruce W. Marcus chronicles critical new strategies and techniques that have emerged to help professionals market their services more effectively and efficiently.
Competing for Clients in the `9Os brings the professional services marketer into this new era-clearly, simply and effectively. Marcus covers nearly every aspect of marketing and selling professional services. Both professional and marketer will learn how to establish clear marketing objectives and how to apply the individual selling tools that will help develop an environment conducive to the marketing of their services. Vital topics addressed in this pivotal work include:
The Marketing Plan
Advertising Strategy
Direct Mail
Copy, Design and Production
Public Relations
Publicity Techniques
Speeches and Seminars
Proposals and Presentations
Managing the Marketing Effort
Computer Technology
Competing for Clients in the `90s chronicles both the continuing effects and critical new techniques of professional services marketing. It reflects, as well, the thinking and practices of leading marketing professionals throughout the world--including marketing directors for the largest and smallest accounting, legal and consulting firms.
Reseña del editor
Where competing for business for the professional firm--accountants, lawyers, consultants and other professionals--was once driven by the practice itself, it's now driven by the market. Now, a new body of marketing knowledge is emerging to help professionals better market their services and compete effectively.
In this revision of the marketing classic, Competing for Clients, marketing expert and author Bruce W. Marcus chronicles critical new strategies and techniques that have emerged to help professionals market their services more effectively and efficiently.
Competing for Clients in the `9Os brings the professional services marketer into this new era-clearly, simply and effectively. Marcus covers nearly every aspect of marketing and selling professional services. Both professional and marketer will learn how to establish clear marketing objectives and how to apply the individual selling tools that will help develop an environment conducive to the marketing of their services. Vital topics addressed in this pivotal work include:
The Marketing Plan
Advertising Strategy
Direct Mail
Copy, Design and Production
Public Relations
Publicity Techniques
Speeches and Seminars
Proposals and Presentations
Managing the Marketing Effort
Computer Technology
Competing for Clients in the `90s chronicles both the continuing effects and critical new techniques of professional services marketing. It reflects, as well, the thinking and practices of leading marketing professionals throughout the world--including marketing directors for the largest and smallest accounting, legal and consulting firms.
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