Summary of Marketing the Professional Services Firm

Applying the Principles and the Science of Marketing to the Professions

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Marketing the Professional Services Firm book summary
Professional services firms can benefit from strategic marketing techniques.


7 Overall

8 Applicability

7 Innovation

5 Style


As professional services firms become more prevalent, their industry is also becoming more competitive. Professional services firms must understand how to tell the marketplace about their special qualifications and accomplishments. Author Laurie Young’s textbook includes the information marketers need to do this, but because it is, in fact, a textbook, readers will have to sift through both theory and details to find practical suggestions. Young backs up his sound conceptual ideas with numerous case studies of major companies. getAbstract recommends this book to students and to practitioners looking for a comprehensive understanding of marketing practices in the evolving professional services industry.

In this summary, you will learn

  • How to market a professional services firm;
  • How to develop a marketing strategy; and
  • How to use the best marketing and business development techniques.


Selling Professional Skills
Marketing is an art, a science and a management technique. The American Management Association says marketing is a process of planning and executing a mix of price, promotion, and distribution of goods and services. The academic definition of marketing says ...
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About the Author

Laurie Young is a specialist in marketing services and in customer care. His career includes senior positions with PricewaterhouseCoopers, BT and Unisys. In the 1990s, he founded, built and sold his own professional service firm. He is the co-author of Competitive Customer Care and the author of Making Profits from New Service Development.

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