Marketing the Professional Services Firm: Applying the Principles and the Science of Marketing to the Professions

Marketing the Professional Services Firm: Applying the Principles and the Science of Marketing to the Professions
Автор
 
Год
 
Страниц
 
432
ISBN
 
0470011734
Издатель
 
Категория
 
Разное
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Содержание:

Набор 1, "Мой прославленный портрет…", Набор 2, "Я памятник воздвиг...", Набор 3, "Внимая звуку струн твоих…"

Описание:

Professional services are estimated to be worth up to $700 billion worldwide, but as the market matures there is an urgent need for new marketing thinking for global players or small businesses alike. This book applies the core principles of strategic marketing to professional services for the first time, in an approach that is at once accessible and compelling. With case studies from a range of companies including J. Walter Thompson, market research companies, the `big four accounting firms, Headhunters, Interbrand and large US legal firms, it is intended to become the definitive book for effective strategic marketing in professional services.

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