Professional Services Marketing : How the Best Firms Build Premier Brands, Thriving Lead Generation Engines, and Cultures of Business Development Success
Mike. Schultz
Bok Engelsk 2009 · Electronic books.
| Utgitt | Chichester : : Wiley, , 2009.
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| Omfang | 1 online resource (355 p.)
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| Opplysninger | Description based upon print version of record.. - PROFESSIONAL SERVICES MARKETING: How the Best Firms Build Premier Brands, Thriving Lead Generation Engines, and Cultures of Business Development Success; Contents; Acknowledgments; Introduction; Chapter 1: What Marketing Can Do for a Firm; Chapter 2: Marketing Planning; Chapter 3: Keys to Building a Terrible Marketing Strategy; Chapter 4: The Seven Levers of Lead Generation and Marketing Planning; Chapter 5: How to Think about Fees and Pricing; Chapter 6: Don't Worry about Your Competition (Let Them Worry about You); Chapter 7: The ''Get It Done'' Culture; Chapter 8: Brand-What It Is. - Chapter 20: TargetingChapter 21: RAIN Selling; Chapter 22: Networking, Relationships, Trust, and Value; Chapter 23: Selling with Hustle, Passion, and Intensity; About Wellesley Hills Group; About RainToday.com; About the Authors; Index. - Why BotherChapter 9: Three Elements of Well-Crafted Brand Messaging; Chapter 10: Uncovering Your Key Brand Attributes; Chapter 11: Your Firm, Your Brand; Chapter 12: RAMP Up Your Brand; Chapter 13: On Being Unique and Other Bad Marketing Advice; Chapter 14: Building Brand and Marketing Messages; Chapter 15: On Becoming a Thought Leader; Chapter 16: Marketing Communications and Lead Generation Tactics; Chapter 17: Introduction to Lead Generation; Chapter 18: Value and Offers in Lead Generation; Chapter 19: The Case for Sustained Lead Generation and Relationship Nurturing. - 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 T
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| ISBN | 9780470438992
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