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.

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 PricewaterhouseCoopers, 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.

Reviews
"...for inspiration and insight, read Marketing the Professional Services Firm..." (The Entrepreneur, Vol 33 (9) September 2005)

"...An invaluable read..." (The Marketer (CIM), Feb 06)

Book Information
ISBN 9780470011737
Author Laurie Young
Format Hardback
Page Count 432
Imprint John Wiley & Sons Inc
Publisher John Wiley & Sons Inc
Weight(grams) 851g
Dimensions(mm) 238mm * 163mm * 32mm