Marketing the Professional Services Firm. Группа авторов
Зарубежная деловая литература.
Marketing the Professional Services Firm
Год выпуска 0
isbn 9780470017166
Автор произведения Группа авторов
Жанр Зарубежная деловая литература
Издательство John Wiley & Sons Limited
Professional services are estimated to be worth up to $700 billion worldwide, but as the market matures there is an urgent need for new marketing thinking for global players or small businesses alike. This book applies the core principles of strategic marketing to professional services for the first time, in an approach that is at once accessible and compelling. With case studies from a range of companies including J. Walter Thompson, market research companies, the ?big four? accounting firms, Headhunters, Interbrand and large US legal firms, it is intended to become the definitive book for effective strategic marketing in professional services.