『英文書』Professional Services Marketing： How The Best Firms Build Premier Brands, Thriving Lead Generation Engines, And Cultures Of Business Development Succ
Praise for "Professional Services Marketing""This book is that
rare thing: simultaneously wise, practical, readily accessible, and
data-driven. A necessary addition to your reading." --David
Maister, author of "Managing the Professional Service Firm"
""Professional Services Marketing" will certainly become the
bible of the field in short orderWithout a doubt, the most useful
compendium of marketing insight for the practicing professional
services firm executive...BRAVO " --Leonard A. Schlesinger,
President, Babson College, and coauthor of "The Service Profit
Chain""It''s no longer sufficient to be a good ''expert for
hire''--you need a brand and a powerful marketing engine behind you.
Professional Services Marketing is a gold mine of research based
strategies, best practices, and specific techniques that will help
you consistently win in the client marketplace and outshine your
competition. It''s thoughtful, funny, and filled with the how-to so
often missing in business books." --Andrew Sobel, coauthor of
"Clients for Life"
"Schultz and Doerr offer tactics and information in an
easy-to-read, concise, and enjoyable format. Professional Services
Marketing should be a required resource in every professional
marketer''s tool box " --R. Granville Loar, Executive Director,
Association for Accounting Marketing"This book is an excellent
resource for anyone involved in professional services. It is
especially timely in our current challenging economic conditions,
and the ideas and guidance are relevant for the better times to
come as well." --Josh Lee, Partner, Monitor Group
"Smart. Practical. Comprehensive. This is the one book that
won''t collect dust on my shelf." --Kevin McMurdo, Chief Marketing
Officer, Perkins Coie"
"Professional Services Marketing" is the first book to
directly address the challenges of the professional services
marketer. This book is filled with practical wisdom and research on
best practices and processes specifically for this industry. A
must-read for anyone in a professional services firm " --Paul
Dunay, Global Director of Integrated Marketing, BearingPoint
關於作者：
Mike Schultz is Co-President of Wellesley Hills Group, where
he works as a consultant and speaker in professional services
marketing and business development. He publishes RainToday.com, the
leading source for insight, advice, and tools for growing a
professional services business, and the Services Insider Blog and
podcast series. John E. Doerr is Co-President of Wellesley Hills
Group and has spent thirty years in professional services
leadership. He consults, speaks, and writes on the strategy and
tactics of marketing and business development for professional
services. For more information or to contact the authors, please
visit www.whillsgroup.com or www.raintoday.com.
目錄：
Acknowledgments
Introduction
1 What Marketing Can Do for a Firm
2 Marketing Planning
3 Keys to Building a Terrible Marketing Strategy
4 The Seven Levers of Lead Generation and Marketing Planning
5 How to Think about Fees and Pricing
6 Don''t Worry about Your Competition Let Them Worry about
You
7 The "Get It Done" Culture
8 Brand-What It Is; Why Bother
9 Three Elements of Well-Crafted Brand Messaging
10 Uncovering Your Key Brand Attributes
11 Your Firm, Your Brand
12 RAMP Up Your Brand
13 On Being Unique and Other Bad Marketing Advice
14 Building Brand and Marketing Messages
15 On Becoming a Thought Leader
16 Marketing Communications and Lead Generation Tactics
17 Introduction to Lead Generation
18 Value and Offers in Lead Generation
19 The Case for Sustained Lead Generation and Relationship
Nurturing
20 Targeting
21 RAIN Selling
22 Networking, Relationships, Trust, and Value
23 Selling with Hustle, Passion, and Intensity
About Wellesley Hills Group
About RainToday.com
About the Authors
Index.
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