By Laurie Young

ISBN-10: 0470011734

ISBN-13: 9780470011737

ISBN-10: 0470017163

ISBN-13: 9780470017166

Specialist prone are anticipated to be worthy as much as $700 billion around the world, yet because the marketplace matures there's an pressing want for brand spanking new advertising considering for international avid gamers or small companies alike. This booklet applies the center ideas of strategic advertising to specialist providers for the 1st time, in an technique that's immediately obtainable and compelling. With case reports from quite a number businesses together with J. Walter Thompson, industry learn businesses, the ?big 4? accounting organisations, Headhunters, Interbrand and massive US felony organisations, it's meant to turn into the definitive ebook for potent strategic advertising and marketing in specialist companies.

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A little forward planning, using methods that have been successful elsewhere, reduces risk and increases the likelihood of success. Stunning military successes as diverse as the Roman campaigns against ill-disciplined tribes, Napoleon’s conquest of Europe and General Norman Schwarzkopf’s ‘Operation Desert Storm’ in Kuwait, have demonstrated the power of experience and forethought. If good strategy is effective in military endeavour it is likely to be effective in business. Over time business leaders have adopted and shaped many of the military’s strategic techniques in order to improve their chances of success and developed many of their own.

IBM was also keen to learn from the consultants steeped in the professional services environment. For instance, in a product business much of the profit in a project is determined on making the sale since quality and price are largely determined in the software development lab or factory. However, in this new environment, a ‘sale’ is just the start of an engagement. It is the delivery of the outcome that matters, especially if contractual terms are framed around the delivery of specified business benefits.

This means forming much closer relationships with clients than even IBM, an acknowledged leader in key account management for many years, has been used to. So the company is looking to the Business Consulting Services consultants to act as agents of change within IBM. They should identify changes the company needs to make and help introduce the expertise that a professional services culture can bring (in terms of pinpointing benefit opportunities in clients, coaching, support and delivery excellence).

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Marketing the Professional Services Firm: Applying the Principles and the Science of Marketing to the Professions by Laurie Young


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