Marketing the Professional Services Firm
Applying the Principles and the Science of Marketing to the Professions
The professional services sector is vast and growing. Traditionally associated with accountancy and legal firms, today's market ranges from IT & Telecoms through management and recruitment consultancy to architects, surveyors, financial and retail services. Within it are all kinds of businesses, from international brands to niche players.As markets valued at up to $700 billion worldwide mature, there is an urgent need for new marketing thinking for global players and small businesses alike. This book applies the core principles of strategic marketing to professional services for the first time, in an approach that is readable, compelling…
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Produktdetails
- ISBN: 978-0-470-01173-7
- EAN: 9780470011737
- Produktnummer: 1119781
- Verlag: Wiley
- Sprache: Englisch
- Erscheinungsjahr: 2005
- Seitenangabe: 432 S.
- Masse: H23.3 cm x B16.7 cm x D2.9 cm 750 g
- Gewicht: 750
Über den Autor
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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