As any self-employed lawyer, consultant or accountant knows, selling services can be much tougher than selling widgets. The major professional service firms employ huge marketing staffs whose job is to convince potential clients that they need the company’s expertise, and to differentiate that expertise from all other competitors. Three marketing professors - Philip Kotler, Thomas Hayes and Paul N. Bloom - have distilled the strategies and techniques designed to accomplish this daunting task into this comprehensive text, which getAbstract recommends to anyone running their own services firm and to all those charged with marketing the majors.
In this summary, you will learn
- Why Professional services are more difficult to market than other products;
- How to construct a comprehensive marketing plan for your professional services firm, and
- Specific techniques that you can adopt to increase the effectiveness of your own marketing efforts.
About the Authors
Philip Kotler is a professor of international marketing at Northwestern University. He has published over 20 books, including Marketing Management, now in its 10th edition, and more than 100 articles in leading journals He has been a consultant to IBM, Merck, General Electric, Honeywell and many other companies. Thomas Hayes is a professor of marketing at Xavier University and has been chair of the department for 13 years. He is president of VisionQuest Marketing Strategy, a nationally recognized expert in services marketing. Paul N. Bloom, is a professor of marketing at the University of North Carolina at Chapel Hill. He is author of Knowledge Development in Marketing.