Professional services are estimated to be worth up to $700 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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