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Professional Services Marketing

Strategy and Tactics

By William Winston, Frederick G Crane

Routledge – 1993 – 127 pages

Purchasing Options:

  • Add to CartPaperback: $53.95
    978-1-56024-241-3
    January 19th 1993
    Currently out of stock
  • Add to CartHardback: $150.00
    978-1-56024-240-6
    January 28th 1993

Description

The days of professionals simply hanging a shingle and waiting for clients to beat a path to the door are long gone. The marketplace is crowded with new service professionals of all types--from CPAs and attorneys to health care providers and competing service organizations. Professionals must realize that their services, no matter how good they are, simply will not sell themselves. Services marketing is the key to the game and here is the most concise, easy-to-understand, jam-packed source of services marketing.

Professional Services Marketing provides a very readable and simple introduction to the marketing process for the professional service environment. It gives professionals an inexpensive way to successfully develop a strong client base and grow in a competitive marketplace.

Using a step-by-step approach, this new book provides both strategic and tactical guidance for both the new and seasoned marketing careerist. Distinguished expert and international authority Fred Crane offers a realistic overview of the marketing process and discusses the characteristics and difficulties involved in marketing and managing professional services. He provides solutions to those challenges starting with a marketing plan, moving through client management, and the marketing audit.

Professional Services Marketing discusses management principles and examines implications for site analysis, physical analysis and facility design. It explores the true meaning of communication in the professional service arena and what this means for the bottom line. A plus for professionals new to the marketing field, this practical book gives examples of professional services marketing ideas that have been put into practice successfully.

Professional Services Marketing can be read in a single afternoon yet retains an encyclopedic breadth of vision and covers every major issue in the field. Specialists have already praised the work as essential and unique in the literature. It deserves consideration not only as a guide for established professionals but also as a basic text for future professionals as they prepare for their fields.

Truly a practical guidebook for any professional, Professional Services Marketing shows you:

  • a “cookbook” approach to designing a marketing plan that is easily followed
  • how to take advantage of impression management and what it really means
  • when to apply professional services marketing ideas that can be put to work almost immediately
  • when to undertake internal marketing
  • where to apply relationship marketing
  • how to apply synchromarketing

    All professionals, from architects to veterinarians, will find valuable tips on marketing in this new book. Members in professional associations involved in training and professional development will also find helpful strategies for expanding their marketing capabilities, as will those teaching services and professional services courses in colleges and universities.

Contents

Contents Understanding the Marketing Concept

  • Professional Services Marketing
  • The Anatomy of a Professional Services Marketing Plan
  • Client Management--A Critical Tool
  • Promoting Professional Services
  • Managing in a Professional Services Environment
  • Trade Area Analysis, Site Selection, and Facility Design
  • Communication--The Key to Success in Professional Services Marketing
  • Professional Services Marketing in the Future
  • Index

Related Subjects

  1. Services Marketing

Name: Professional Services Marketing: Strategy and Tactics (Paperback)Routledge 
Description: By William Winston, Frederick G Crane. The days of professionals simply hanging a shingle and waiting for clients to beat a path to the door are long gone. The marketplace is crowded with new service professionals of all types--from CPAs and attorneys to health care providers and competing...
Categories: Services Marketing