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Description - Marketing the Professional Services Firm by Laura Mazur

Professional services are estimated to be worth up to USD700 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.

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Book Details

ISBN: 9780470011737
ISBN-10: 0470011734
Format: Hardback
(233mm x 167mm x mm)
Pages: 432
Imprint: John Wiley & Sons Ltd
Publisher: John Wiley and Sons Ltd
Publish Date: 28-Jul-2005
Country of Publication: United Kingdom

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Author Biography - Laura Mazur

Laurie Young is a specialist in the marketing of services and customer care. His career includes senior positions with PricewaterhouseCoopers, BT and Unisys. Before joining PwC, where he oversaw a total marketing team of some 300 people and a budget spend of around $80 million, he founded, built and sold his professional services company specialising in services marketing. During that period he advised a number of major international blue-chip organisations on the contribution of services marketing programmes to shareholder value.

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