Professional services marketing how the best firms build premier brands, thriving lead generation engines, and cultures of business development success
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| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Hoboken, N.J.
Wiley
2009
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| Schlagworte: | |
| Online-Zugang: | TUM01 Volltext |
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| Beschreibung: | Includes bibliographical references and index What marketing can do for a firm -- Marketing planning -- Keys to building a terrible marketing strategy -- The seven levers of lead generation and marketing planning -- How to think about fees and pricing -- Don't worry about your competition (let them worry about you) -- The "get it done" culture -- Brand : what it is, why bother -- Three elements of well-crafted brand messaging -- Uncovering your key brand attributes -- Your firm, your brand -- RAMP up your brand -- On being unique and other bad marketing advice -- Building brand and marketing messages -- On becoming a thought leader -- Marketing communications and lead generation tactics -- Introduction to lead generation -- Value and offers in lead generation -- The case for sustained lead generation and relationship nurturing -- Targeting -- RAIN selling -- Networking, relationships, trust, and value -- Selling with hustle, passion, and intensity 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 order! Without 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 sufficien |
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| Beschreibung: | 1 Online-Ressource (xx, 332 p.) Ill., graph. Darst. |
| ISBN: | 0470521740 047052197X 0470521988 9780470521748 9780470521977 9780470521984 |