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    Professional Services Marketing How the Best Firms Build Premier Brands, Thriving Lead Generation Engines, and Cultures of Business Development Success

    ISBN-10: 1118604342
    ISBN-13: 9781118604342
    Author(s): Mike Schultz, John E. Doerr, Lee Frederiksen
    Description: A proven approach to revenue-generating marketing and client developmentProfessional Services Marketing is a fully field-tested and research-based approach to marketing and client development for professional services firms. The book, now in its  More...
    List price: $29.95
    Buy it from: $23.42
    This item will ship on Monday, December 29 .

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    List Price: $29.95
    Edition: 2nd
    Publisher: John Wiley & Sons, Incorporated
    Binding: Hardcover
    Pages: 368
    Size: 6.25" wide x 9.30" long x 1.10" tall
    Weight: 1.232
    Language: English

    A proven approach to revenue-generating marketing and client developmentProfessional Services Marketing is a fully field-tested and research-based approach to marketing and client development for professional services firms. The book, now in its Second Edition, covers five key areas that are critical for firms that want to grow and become more profitable: creating a marketing and growth strategy; establishing a brand and reputation; implementing a marketing communications program; executing lead generation strategies; and developing business by winning new clients. You will also read real-world case studies that illustrate major points, as well as quotes and stories from well-respected professionals in the industry.The Second Edition features new research and updates throughout, including new chapters on social media and online marketing, as well as new case studies and interviewsAuthors Mike Schultz and John E. Doerr are the coauthors of the Wall Street Journal and Inc. Magazine bestseller Rainmaking Conversations and Professional Services Marketing; Lee W. Frederiksen is coauthor of Online Marketing for Professional ServicesWill be widely promoted via multiple online routes and direct mail marketingFirms of any size can use this proven approach to marketing and client development to attract new clients and grow their professional service businesses.

    Acknowledgments
    Introduction
    Strategy and Planning
    What Marketing Can Do for a Firm
    Marketing Planning
    Keys to Building a Terrible Marketing Strategy
    The Seven Levers of Lead Generation and Marketing Planning
    How to Think about Fees and Pricing
    Don't Worry about Your Competition (Let Them Worry about You)
    Focus on Branding
    Brand-What It Is; Why Bother
    Three Elements of Well-Crafted Brand Messaging
    Uncovering Your Key Brand Attributes
    Your Firm, Your Brand
    RAMP Up Your Brand
    Differentiating Your Firm
    Building Brand and Marketing Messages
    On Becoming a Thought Leader
    Generating and Nurturing Leads
    Content Marketing
    Marketing Communications and Lead Generation Tactics
    Introduction to Lead Generation
    Value and Offers in Lead Generation
    The Case for Sustained Lead Generation and Relationship Nurturing
    Targeting
    Making the Sale
    RAIN Selling
    Creating Essential Relationships
    Building a Culture of Business Development Success
    Selling with Hustle, Passion, and Intensity
    About RAIN Group
    AboutRainToday.com
    About Hinge
    About the Authors
    Index

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