- Gebundene Ausgabe: 432 Seiten
- Verlag: Prentice Hall Press; Auflage: 2 (1. April 2002)
- Sprache: Englisch
- ISBN-10: 073520179X
- ISBN-13: 978-0735201798
- Größe und/oder Gewicht: 23,1 x 15,7 x 3,6 cm
- Amazon Bestseller-Rang: Nr. 439.986 in Englische Bücher (Siehe Top 100 in Englische Bücher)
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Kurzbeschreibung
Any professional services organisation must be capable of rapidly evolving its services to fit market needs that change at lightning speed."Marketing Professional Services "teaches readers how to work with the internal hurdles that stand between them and their potential markets. Beginning with an in-depth look at the role of marketing in any profession, the authors go on to cover the marketing process - from market analysis and service positioning, to creating a promotional mix and implementing the marketing programme.They offer targeted advice and address the marketing needs of a wide range of professionals - including accountants, public relations specialists, lawyers, architects, medical practitioners and consultants.
Synopsis
Any professional services organisation must be capable of rapidly evolving its services to fit market needs that change at lightning speed."Marketing Professional Services "teaches readers how to work with the internal hurdles that stand between them and their potential markets. Beginning with an in-depth look at the role of marketing in any profession, the authors go on to cover the marketing process - from market analysis and service positioning, to creating a promotional mix and implementing the marketing programme.They offer targeted advice and address the marketing needs of a wide range of professionals - including accountants, public relations specialists, lawyers, architects, medical practitioners and consultants.
In diesem Buch
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Einleitungssatz
In this new millennium, the concept of "survival of the existing" no longer applies to professional services. Lesen Sie die erste Seite
Buchdeckel | Copyright | Inhaltsverzeichnis | Auszug | Stichwortverzeichnis | Rückseite
In this new millennium, the concept of "survival of the existing" no longer applies to professional services. Lesen Sie die erste Seite
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Buchdeckel | Copyright | Inhaltsverzeichnis | Auszug | Stichwortverzeichnis | Rückseite
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12 von 12 Kunden fanden die folgende Rezension hilfreich
Must-have for professionals wanting to understand marketing.
8. Oktober 2003
Format:Gebundene Ausgabe
This book is all about marketing for professionals - lawyers, doctors, accountants, management consultants, etc. It takes a textbook approach to this specialized area of marketing professional services but does so in a fast and effective fashion.
The book starts out by defining marketing and quoting Peter Drucker 'The aim of marketing is to make selling superfluous'. Every professional loves to hear that as we all hate selling. The Seven Ps of Marketing are then explained - Product, Price, Place, Promotion, Physical Evidence, Processes, and People. The fundamental way services differ from products is then outlined - intangibility, inseparability, variability, and perishability along with satisfaction criteria being different and the effect of customer participation.
Ten distinctive problems in marketing professional services are also described - third party accountability, client uncertainty, experience, limited differentiability, quality control, doers as sellers, time allocated to marketing, pressure to react, conflicting views about advertising, and a limited marketing knowledge base.
The rest of the book builds on this foundation. This is one of the most useful and readable books I have encountered on the subject of marketing. It has the perfect combination of theory, practice, and actionable steps that you can find in any book specializing on marketing professional services.
So if you are one of the targeted audiences don't hesitate and just get the book. You will not regret it and at the very least, it will give you a deep understanding of where you can improve in your business. You may feel the book is a bit pricey but the value makes it worthwhile. Good luck!
8 von 9 Kunden fanden die folgende Rezension hilfreich
Highly Recommended!
18. September 2002
Format:Gebundene Ausgabe
As any self-employed lawyer, consultant or accountant knows, selling services can be much tougher than selling widgets. The major professional service firms employ huge marketing staffs whose job is to convince potential clients that they need the company's expertise, and to differentiate that expertise from all other competitors. Three marketing professors - Philip Kotler, Thomas Hayes and Paul N. Bloom - have distilled the strategies and techniques designed to accomplish this daunting task into this comprehensive text, which we from getAbstract recommend to anyone running their own services firm and to all those charged with marketing the majors.
10 von 12 Kunden fanden die folgende Rezension hilfreich
Back by Popular Demand
31. Juli 2002
Format:Gebundene Ausgabe
This is the update of Phil Kotlers ground breaking first edition on Professional Services. The involvement again of Bloom and the addtion of Hayes has added a new dimension to the work. This book starts with a great introductory section which lays a good gounding and then develops clear and concise apporaches to marketing in this complex sector. Good cases and examples allow you to work through your own business and the book is structured logically to bring clear insights. If only professional services firms had this book open on their desk they might avoid some of the most obvious pitfalls, like appreciating the service from thier clients point of view, improving planning and tactics and ultimately providing better value. A must read.
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