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Professional Services Marketing: How the Best Firms Build Premier Brands, Thriving Lead Generation Engines, and Cultures of Business Development Success
Mike Schultz, John Doerr你有多喜欢这本书?
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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
年:
2009
出版:
1
出版社:
Wiley
语言:
english
页:
355
ISBN 10:
0470521740
ISBN 13:
9780470521748
文件:
PDF, 2.78 MB
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IPFS:
CID , CID Blake2b
english, 2009
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