Professional Services Marketing 专业服务营销世界顶级服务型公司的成功之道

图书标准信息

• 作者 Mike（麦克·舒尔茨）、John Doerr（约翰·杜尔） 著
• 出版社 Wiley
• 出版时间 2009-07
• 版次 1
• ISBN 9780470438992
• 定价 302.50元
• 装帧 平装
• 开本 16开
• 纸张 胶版纸
• 页数 352页
• 正文语种 英语

【内容简介】

Intheolddays,professionalservicefirmscouldsurvivewithoutmuchmarketingeffort.Puttogetherateamofgoodpeople,deliverstrongservicetoclients,andyoumightgetbyjustfineonrepeatbusinessandclientreferrals.Formany,thosedaysaregone.Whilerepeatbusinessandreferralsarestillnecessarytogrow,they'renolongerenoughtosucceed.Youneedsmart,effectivemarketingandacultureofbusinessdevelopmentsuccesstobringinasteadystreamofclientstogrowyourbusiness.

ProfessionalServicesMarketinggivesyouthefield-tested,research-basedapproachesandtacticsyourorganizationneedstosucceed.Ithelpsyousortthewheatfromthechaffamongthemanyandvariedmarketingstrategiesandtactics,allowingyoutomakethebestpossibledecisionsforyouandyourbusinesswhileavoidingthecommonmistakesuniquetoprofessionalservicesfirms.

Thebookcoversfivekeyareasyourfirmcan'tgrowwithout:

Creatingacustomizedmarketingandgrowthstrategybasedonwhatwillreallyworkforyourfirm

Establishingabrandandreputationthatleadstomarketleadership,frustratedcompetitors,andhappyclients(andmoreofthem)

Implementingamarketingcommunicationsprogramthatwillkeepyourfirmfrontandcenterindecision-makers'minds

Developingaleadgenerationstrategythatbringsinmorenewclientsthanyouwillknowwhattodowith

Winningnewclientsbydevelopingrainmakersandacultureofbusiness-developmenthustle,passion,intensity,andsuccess

 《专业服务营销世界顶级服务型公司的成功之道》为企业提供久经实践检验及研究论证的营销策略和方案，为企业制定最有效的经营决策提供强有力的支持，指导企业实施正确的工作计划、财务预算、人事安排，使人尽其才、物尽其用，实现企业经营效益最大化。同时，引导企业了解专业服务行业最新的经营理念和发展方向。《专业服务营销世界顶级服务型公司的成功之道》中的五个关键议题是企业谋求发展不可或缺的根本要素：

　　根据企业的具体情况，制定个性化的市场营销和业务发展策略；

　　建立优秀的企业品牌和良好的商业信誉，确保行业领导地位，击败竞争对手，提升客户满意度；

　　制定企业营销宣传计划，确保经营决策的先进性以及企业对客户的强大吸引力；

　　制定客户开发策略，获取更多新客户的青睐；

　　培养金牌销售人才，营造积极进取、充满热情、强势有效、确保成功的企业文化，建设吸引客户的强大磁场。

【作者简介】

MikeSchultzisCo-PresidentofWellesleyHillsGroup,whereheworksasaconsultantandspeakerinprofessionalservicesmarketingandbusinessdevelopment.HepublishesRainToday.com,theleadingsourceforinsight,advice,andtoolsforgrowingaprofessionalservicesbusiness,andtheServicesInsiderBlogandpodcastseries.

JohnE.DoerrisCo-PresidentofWellesleyHillsGroupandhasspentthirtyyearsinprofessionalservicesleadership.Heconsults,speaks,andwritesonthestrategyandtacticsofmarketingandbusinessdevelopmentforprofessionalservices.

【目录】

Acknowledgments

Introduction

1 What Marketing Can Do for a Firm

2 Marketing Planning

3 Keys to Building a Terrible Marketing Strategy

4 The Seven Levers of Lead Generation and Marketing Planning

5 How to Think about Fees and Pricing

6 Don't Worry about Your Competition (Let Them Worry aboutYou)

7 The "Get It Done" Culture

8 Brand-What It Is; Why Bother

9 Three Elements of Well-Crafted Brand Messaging

10 Uncovering Your Key Brand Attributes

11 Your Firm, Your Brand

12 RAMP Up Your Brand

13 On Being Unique and Other Bad Marketing Advice

14 Building Brand and Marketing Messages

15 On Becoming a Thought Leader

16 Marketing Communications and Lead Generation Tactics

17 Introduction to Lead Generation

18 Value and Offers in Lead Generation

19 The Case for Sustained Lead Generation and RelationshipNurturing

20 Targeting

21 RAIN Selling

22 Networking, Relationships, Trust, and Value

23 Selling with Hustle, Passion, and Intensity

About Wellesley Hills Group

About RainToday.com

About the Authors

Index.