In today's knowledge-based economy, service professionals, such as
consultants, lawyers, accountants, architects, advertising
agencies, IT specialists, and financial advisors, face a dazzling
array of opportunities and challenges. In order to compete
effectively, they need a disciplined approach for detecting market
shifts, harnessing their competitive advantages, and developing
service offerings that will attract the most profitable clients.
Drawing from a five-year study covering thousands of firms, Suzanne
Lowe presents the three building blocks of a market-driven
infrastructure--looking out, digging deeper, and embedding
innovation--and identifies eleven core skills that any service firm
can apply to master the marketplace and achieve lasting competitive
success. Integrating insights from the fields of marketing, service
management, planning, and entrepreneurship, and showcasing the
successful strategies of such firms as Towers Perrin, DDB
Worldwide, and Egon Zehnder International, Lowe shows service
professionals how to gather intelligence about their clients,
competitors, and marketplace; promote a market-driven culture
throughout the organization; and engage in continuous research and
development to introduce new services. Mastering these skills will
enable readers to be better prepared to face changes in the market,
and make decisive, informed decisions about opportunities that will
prove right in the long term.
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