Marketing & selling professional services : practical approaches to practice development
著者
書誌事項
Marketing & selling professional services : practical approaches to practice development
Kogan Page, 2003
3rd ed
大学図書館所蔵 全4件
  青森
  岩手
  宮城
  秋田
  山形
  福島
  茨城
  栃木
  群馬
  埼玉
  千葉
  東京
  神奈川
  新潟
  富山
  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
  ドイツ
  スイス
  フランス
  ベルギー
  オランダ
  スウェーデン
  ノルウェー
  アメリカ
注記
Includes bibliographical references (p. [308]) and index
内容説明・目次
内容説明
Professional services may be special, but they are in no way specially protected from competitiveness. Like any other business they prosper only by attracting sufficient clients, the right kind of work, at the right time and at the right rates, and then by satisfying, retaining and developing clients over the long term. However, marketing and selling skills do not always sit comfortably with fee-earning businesses, many of which may prefer to trade on their expertise alone.
This fully revised and updated edition of Marketing and Selling Professional Services addresses how to approach marketing and selling in such a sector: how to view the necessity for it, create a marketing culture to cope with it and, then to follow through with professional personal selling. This new edition includes the following:
a blueprint for marketing success;
marketing planning;
planning promotional activity;
the promotional mix;
promotion by post;
making personal selling acceptable;
client development
It offers practical comments on a range of issues ranging from fitting marketing into a fee-earning environment to the difficulties of decision making in partnerships. Originally published as Marketing Professional Services, this updated third edition demystifies marketing and helps you plan and implement appropriate marketing action - and make it work. It also includes a foreword by the Professional Marketing Forum and is fully endorsed by the Institute of Directors.
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