Schultz, Mike, 1974-
Professional services marketing : how the best firms build premier brands, thriving lead generation engines, and cultures of business development success / Mike Schultz, John E. Doerr. - Hoboken, N.J. : John Wiley & Sons, c2009. - xx, 332 p. : ill. ; 24 cm.
Includes bibliographical references and index.
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.
9780470438992 0470438991
2009007398
GBA951637 bnb
015265635 Uk
Service industries--Marketing.
Branding (Marketing)
Marketing.
HD9980.5 / .S38 2009
658.8
Professional services marketing : how the best firms build premier brands, thriving lead generation engines, and cultures of business development success / Mike Schultz, John E. Doerr. - Hoboken, N.J. : John Wiley & Sons, c2009. - xx, 332 p. : ill. ; 24 cm.
Includes bibliographical references and index.
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.
9780470438992 0470438991
2009007398
GBA951637 bnb
015265635 Uk
Service industries--Marketing.
Branding (Marketing)
Marketing.
HD9980.5 / .S38 2009
658.8
