(Ebook) Professional Services Marketing: How the Best Firms Build Premier Brands, Thriving Lead Generation Engines, and Cultures of Business Development Success by Mike Schultz, John Doerr ISBN 9780470438992, 9780470521977, 9780470521984, 9780470521748, 0470438991, 047052197X, 0470521988, 0470521740

(Ebook) Professional Services Marketing: How the Best Firms Build Premier Brands, Thriving Lead Generation Engines, and Cultures of Business Development Success by Mike Schultz, John Doerr ISBN 9780470438992, 9780470521977, 9780470521984, 9780470521748, 0470438991, 047052197X, 0470521988, 0470521740

Praise for Professional Services Marketing. "This book is that rare thing: simultaneously wise, practical, readily accessible, and data-driven. A necessary addition to your reading.". - David Maister , author of Managing the Professional Service Firm. " Professional Services Marketing will certainly become the bible of the field in short order! Without a doubt, the most useful compendium of marketing insight for the practicing professional services firm executive...BRAVO!". - Leonard A. Schlesinger , President, Babson College, and coauthor of The Service Profit Chain. "It's no longer sufficien Read more... 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) -- 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