자료유형  

 단행본

Control Number  

n906181356

International Standard Book Number  

9780749473471 electronic bk.

International Standard Book Number  

0749473479 electronic bk.

International Standard Book Number  

9780749473464

International Standard Book Number  

0749473460

Library of Congress Call Number  

HD8038.A1-C53 2015eb

Dewey Decimal Classification Number  

658.8-23

Main Entry-Personal Name  

Clark, Nigel.

Edition Statement  

1st Edition.

Physical Description  

1 online resource.

Summary, Etc.  

요약"Marketing in professional services and consulting businesses (law, accounting, property, management consulting, project management, engineering, technical services, etc.) has progressed significantly in recent years. It is now seen as a major contributor to attracting and retaining clients, building a successful brand, and growing revenue and profit.Professional Services Marketing Handbook covers key issues in business development, operations, and delivery and includes case studies, insights, and advice on CRM, digital and social media, thought leadership, branding, and client thoughts to provide the tools to deliver greater business impact"--해제Provided by publisher.

Summary, Etc.  

요약"The market for professional services and consulting firms is changing, driven by evolving and more demanding client requirements. Legal, accountancy and other professional services firms are now looking for a new breed of leaders with the insight to help deliver those requirements. Professional Services Marketing Handbook, published in association with the Professional Services Marketing Group, is for marketing and business development professionals, sales specialists, and a firm's technical practitioners who want to play a fuller role in their firm's obsession with client relationship development to increase their impact and influence. Featuring international case studies and best practice from industry leaders and experts such as Allen & Overy, Baker & McKenzie, Jacobs, PwC, Reeves & Co and White & Case, Professional Services Marketing Handbook explains how to become a complete client champion - the voice of the client - to both shape and deliver a firm's client solution and experience. It helps marketers develop a growth strategy for their firm, understand and connect with clients more deeply and develop and manage client relationships to build successful brands"--해제Provided by publisher.

Formatted Contents Note  

완전내용Machine generated contents note: List of figures -- List of tables -- List of contributors -- Preface -- Acknowledgements -- About the author Introduction: leadership themes in professional services marketing Theme One Growth -- Introduction to the Growth theme 01 Growth and globalization -- Richard Grove -- Background -- capturing global growth opportunities -- A strategy for globalization and growth -- Setting the strategy -- Debunking a myth about partnerships -- Global reach, local depth -- Market entry -- Best-friend alliances -- The role of the brand -- Aligning with the culture -- Building strong relationships -- Motivating cross-selling and a sector approach to market -- New services, new products, new models -- Summary02 Implementing a growth strategy: lessons from Asia Pacific -- Daniel Smith and Claire Essex -- Growth in Asia Pacific -- Developing, emerging or frontier markets -- Challenges for business development and marketing professionals -- lessons from Asia -- Growth strategies in Asia -- Summary03 Developing international networks -- Clive Stevens -- The internationalization of business -- Kreston Reeves and Kreston International's story -- How international groups develop -- Building trust internationally -- How to build trust and personal contact -- Reinforcing trust -- The power of branding -- Regulation and external oversight -- Conclusion -- the future -- Lessons on Growth Theme Two Understanding -- Introduction to the Understanding theme 04 Listening, understanding and responding to clients -- Louise Field and Tim Nightingale -- 'Myopia Professionalosia' -- barriers to client listening -- It's not how loud you shout, but how well you listen -- Setting up a listening programme -- Conclusion -- a brave new world?05 Closing the commerciality gap -- Ben Kent -- Why clients are dissatisfied with professionals' commerciality -- The 7 habits of a commercial adviser -- What firms can do to improve -- Conclusion -- getting the balance right06 What legal clients want -- Lisa Hart Shepherd -- Capturing the client view -- The value of client understanding -- Building client understanding -- The client/firm relationship cycle -- Lessons on UnderstandingTheme Three Connecting -- Introduction to the Connecting theme 07 From communities to cohorts -- Nick Masters -- Why marketing isn't working -- What this has changed -- How mobility drives activity -- Pros and cons of change -- Disrupting the disruptors -- the flight from communities -- Cohort market -- the content dynamic -- Network behaviours are now a social norm -- Why you need your employees to be engaged -- Honing content -- Communities to cohorts -- a conclusion08 Thought leadership: transforming insights into opportunities -- Alastair Beddow -- The business challenge -- Definition of thought leadership -- Five criteria for excellence in thought leadership -- Making the business case for thought leadership -- The perfect thought leadership plan -- working from the outcome backwards -- Choosing the best campaign topic -- Conducting research and synthesizing data -- Effective thought leadership roll-out -- don't fall at the final hurdle -- The future for thought leadership -- In conclusion -- secrets of a successful campaign09 Conversation is king: connecting thought leadership and sales -- Dale Bryce -- Thought leadership and the Challenger Sale model -- Left brain vs right brain -- Content as a social lubricant -- The marketer as choreographer -- Conversation is king -- a summary -- Lessons on ConnectingTheme Four Relationships -- Introduction to the Relationships theme 10 The importance of client relationship management -- Gillian Sutherland -- The primacy of relationships -- Achieving a successful programme -- Future trends -- Conclusion -- success factors for client management programmes11 Developing internal and external relationships -- Susan D'aish -- Importance of good relationships -- Building internal relationships -- Influencing strategies -- Repairing damaged relationships -- Conclusion12 The primacy of relationships: how and why clients choose -- Dan O'Day -- Marketing the individual -- Market segmentation -- Corporate counsel are conflicted about change -- Firms can no longer assume that business will keep coming -- Value of relationships often exceeds value of experience -- Why a CRM system is not a solution -- The importance of delivering value -- Winning new business with relationships -- Conclusion -- the importance of trust -- Lessons on Relationships Theme Five Managing the marketing organization -- Introduction to the managing theme 13 It's all about value: managing marketing and business development -- Matthew Fuller -- The change in the professional services market -- So how are professional service firms adapting to this change? -- Issues and challenges -- Conclusion -- key takeaways14 Managing transformational change -- Amy Kingdon and Eleanor Campion -- The nature of professional services firms -- 'Playing the long-game' -- gaining leadership recognition and buy-in to significant change -- Establishing what needs to be done -- Leading and inspiring marketing and business development communities through periods of change -- Culture and behaviours -- how to instil change beyond systems and processes -- Project management essentials for marketers -- Conclusion15 Understanding and exceeding partner expectations -- Jessica Scholz -- An overview of marketing and business development in the German legal market -- Summary16 The role of marketing KPIs in professional services firms -- Giles Pugh -- Background -- What firms do and should measure -- The purpose of KPIs -- The audience for marketing KPIs -- How to develop KPIs -- The pitfalls -- KPIs and digital marketing -- Key principles -- Lessons on Managing the Marketing Organization -- Conclusion 17 The future for professional services marketing: becoming a client champion -- Lessons learnt -- The client champion role -- The client champion today -- The future for professional services marketing and business developmentReferences -- Further reading .

Subject Added Entry-Topical Term  

Professions Marketing

Subject Added Entry-Topical Term  

Consulting firms

Subject Added Entry-Topical Term  

Marketing

Subject Added Entry-Topical Term  

BUSINESS & ECONOMICS / Marketing / General.

Subject Added Entry-Topical Term  

BUSINESS & ECONOMICS / Consulting.

Subject Added Entry-Topical Term  

BUSINESS & ECONOMICS / Development / Business Development.

Subject Added Entry-Topical Term  

Consulting firms.

Subject Added Entry-Topical Term  

Marketing.

Subject Added Entry-Topical Term  

Professions Marketing.

Subject Added Entry-Topical Term  

BUSINESS & ECONOMICS / Industrial Management

Subject Added Entry-Topical Term  

BUSINESS & ECONOMICS / Management

Subject Added Entry-Topical Term  

BUSINESS & ECONOMICS / Management Science

Subject Added Entry-Topical Term  

BUSINESS & ECONOMICS / Organizational Behavior

Added Entry-Personal Name  

Nixon, Charles.

Additional Physical Form Entry  

Print versionClark, Nigel. Professional services marketing handbook. 1st Edition 9780749473464 (DLC) 2015000917 (OCoLC)893452857

Electronic Location and Access  

로그인을 한후 보실 수 있는 자료입니다.

Control Number  

joongbu:440975