000			03017cam a2200205 a 4500
020			_a9780470438992 (cloth : acidfree paper)
020			_a0470438991 (cloth : acidfree paper)
082	0	0	_a658.8 _bSCH
100	1		_aSchultz, Mike,
245	1	0	_aProfessional services marketing : how the best firms build premier brands, thriving lead generation engines, and cultures of business development success :
260			_aHoboken, N.J. : _bJohn Wiley & Sons, _cc2009.
300			_axx, 332 p. : _bill. ;
505	0		_aWhat 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) -- The "get it done" culture -- 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 -- On being unique and other bad marketing advice -- Building brand and marketing messages -- On becoming a thought leader -- 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 -- RAIN selling -- Networking, relationships, trust, and value -- Selling with hustle, passion, and intensity.
520			_aBA proven approach to revenue-generating marketing and client development/b iProfessional Services Marketing/i is a fully field-tested and research-based approach to marketing and client development for professional services firms. The book, now in its iSecond Edition/i, 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./ ululliThe iSecond Edition/i features new research and updates throughout, including new chapters on social media and online marketing, as well as new case studies and interviews/liliAuthors Mike Schultz and John E. Doerr are the coauthors of the iWall Street Journal/i and iInc. Magazine/i bestseller iRainmaking Conversations/i and iProfessional Services Marketing/i; Lee W. Frederiksen is coauthor of iOnline Marketing for Professional Services/i/liliWill be widely promoted via multiple online routes and direct mail marketing/li/ul/ul Firms of any size can use this proven approach to marketing and client development to attract new clients and grow their professional service businesses.
650		0	_aService industries
650		0	_aBranding (Marketing)
650		0	_aMarketing.
700	1		_aDoerr, John E.
942			_cBK
999			_c40368 _d40368