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Professional Services Marketing Handbook: How to Build Relationships, Grow Your Firm and Become a Client Champion
280
by Nigel Clark (Editor), Charles Nixon (Editor)Nigel Clark
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Overview
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.
Product Details
ISBN-13: | 9780749473464 |
---|---|
Publisher: | Kogan Page, Ltd |
Publication date: | 04/28/2015 |
Pages: | 280 |
Product dimensions: | 6.60(w) x 9.50(h) x 0.70(d) |
About the Author
Nigel Clark has been a senior executive and led marketing teams in professional services firms for more than twenty years. He has direct experience in a number of professional services sectors: management consulting, legal, environmental consulting, engineering design, business services, and project management. He is former director of the Professional Services Marketing Group (PSMG).Charles Nixon has many years of marketing experience, spanning government relations, through market research to marketing communications and strategy, and he has worked across a broad range of industries including textiles, software, telecommunications and financial services. Nixon is Chairman and founding director of Cambridge Marketing College and consults in marketing for high technology and publishing companies. Contributors:
Richard Grove, Director of Marketing, Business Development & Communications, Allen & Overy LLP
Daniel Smith, Senior Business Development and Marketing Manager, Asia Pacific, Baker & McKenzie
Claire Essex, Director of Business Development and Marketing, Asia Pacific, Baker & McKenzie
Clive Stevens, Executive Chairman, Kreston Reeves
Louise Field, Head of Client Service & Insight, Bird & Bird LLP
Tim Nightingale, Founder, Nisus Consulting
Ben Kent, Managing Director, Meridian West
Lisa Hart Shepherd, CEO, Acritas
Nick Masters, Head of Online, PwC
Alastair Beddow, Associate Director, Meridian West
Dale Bryce, President, Asia-Pacific Professional Services Marketing Association
Gillian Sutherland, Director, Global Key Account Management Buildings + Places, AECOM
Susan D’aish, Business Relationship Director, MacRoberts LLP
Dan O’Day, Vice President, Thomson Reuters Elite
Matthew Fuller, Director of Marketing and Business Development EMEA, White & Case LLP
Amy Kingdon, Marketing & Communications Director, UK & Europe
Eleanor Campion, Communications Executive, UK & Europe, Atkins
Jessica Scholz, Business Development Manager, Freshfields Bruckhaus Deringer, Germany
Giles Pugh, Principal, SutherlandsPugh
Richard Grove, Director of Marketing, Business Development & Communications, Allen & Overy LLP
Daniel Smith, Senior Business Development and Marketing Manager, Asia Pacific, Baker & McKenzie
Claire Essex, Director of Business Development and Marketing, Asia Pacific, Baker & McKenzie
Clive Stevens, Executive Chairman, Kreston Reeves
Louise Field, Head of Client Service & Insight, Bird & Bird LLP
Tim Nightingale, Founder, Nisus Consulting
Ben Kent, Managing Director, Meridian West
Lisa Hart Shepherd, CEO, Acritas
Nick Masters, Head of Online, PwC
Alastair Beddow, Associate Director, Meridian West
Dale Bryce, President, Asia-Pacific Professional Services Marketing Association
Gillian Sutherland, Director, Global Key Account Management Buildings + Places, AECOM
Susan D’aish, Business Relationship Director, MacRoberts LLP
Dan O’Day, Vice President, Thomson Reuters Elite
Matthew Fuller, Director of Marketing and Business Development EMEA, White & Case LLP
Amy Kingdon, Marketing & Communications Director, UK & Europe
Eleanor Campion, Communications Executive, UK & Europe, Atkins
Jessica Scholz, Business Development Manager, Freshfields Bruckhaus Deringer, Germany
Giles Pugh, Principal, SutherlandsPugh
Table of Contents
List of figuresList of tables
List of contributors
Preface
Acknowledgements
About the editorIntroduction: leadership themes in professional services marketing Theme One Growth
Introduction to the Growth theme 01 Growth and globalization
Richard Grove02 Implementing a growth strategy: lessons from Asia Pacific
Daniel Smith and Claire Essex03 Developing international networks
Clive Stevens
Lessons on GrowthTheme Two Understanding
Introduction to the Understanding theme 04 Listening, understanding and responding to clients
Louise Field and Tim Nightingale05 Closing the commerciality gap
Ben Kent06 What legal clients want
Lisa Hart Shepherd
Lessons on UnderstandingTheme Three Connecting
Introduction to the Connecting theme 07 From communities to cohorts
Nick Masters08 Thought leadership: transforming insights into opportunities
Alastair Beddow09 Conversation is king: connecting thought leadership and sales
Dale BryceTheme Four Relationships
Introduction to the Relationships theme 10 The importance of client relationship management
Gillian Sutherland11 Developing internal and external relationships
Susan D’aish12 The primacy of relationships: how and why clients choose
Dan O’Day
Lessons on Relationships Theme Five Managing
Introduction to the Managing theme 13 It’s all about value: managing marketing and business development
Matthew Fuller14 Managing transformational change
Amy Kingdon and Eleanor Campion15 Understanding and exceeding partner expectations
Jessica Scholz16 The role of marketing KPIs in professional services firms
Giles Pugh
Lessons on Managing Conclusion 17 The future for professional services marketing: becoming a client champion
References
Further reading
Index
Customer Reviews
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