By Laurie Young
Expert prone are envisioned to be worthy as much as $700 billion world wide, yet because the industry matures there's an pressing desire for brand new advertising and marketing pondering for international avid gamers or small companies alike. This e-book applies the middle rules of strategic advertising to specialist companies for the 1st time, in an method that's without delay available and compelling. With case reports from quite a number businesses together with J. Walter Thompson, marketplace study businesses, the ?big 4? accounting companies, Headhunters, Interbrand and big US criminal companies, it's meant to develop into the definitive e-book for powerful strategic advertising and marketing in expert providers.
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Extra resources for Marketing the Professional Services Firm: Applying the Principles and the Science of Marketing to the Professions
But it should be done. Marketing specialists would argue that within business strategy are issues related specifically to the market which require marketing tools, judgement and experience. For instance, Nirmalya Kumar of the London Business School (Kumar, 2004) argues that numerous decisions taken by chief executives are, in fact, marketing decisions which influence the direction of the firm. Leaders should therefore aim to adopt market-oriented strategy and planning. At the very least, leaders should take a perspective on the market and their firm’s position within it.
The usual result is that the marketers have to rein back the expectations of what they can achieve and do the one or two strategically important things which the firm allows them to do and which it is prepared to fund. If a marketer is to be successful in a professional services firm, they should have a comprehensive knowledge of relevant service marketing techniques. In addition, they need partner level sponsorship to encourage dialogue and effective integration with the firm’s processes. This sponsorship will help marketers to negotiate the political landscape, to create infrastructure and to adjust their language and style to suit the firm’s culture.
This must be done in the realisation that the fundamental drivers of future revenue growth are the quality of work and the quality of client service, leading to enhanced reputation. Marketing has a key role to play here. It is imperative that leaders carefully analyse how the principles of service marketing, rather than the more traditional precepts of product marketing, should be adapted to increase revenues and margins successfully. PART I Strategic Issues There are a number of important strategic issues that all firms, whatever their size or shape, need to take into account in the pursuit of growth.