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.
By: Schultz, Mike.
Contributor(s): Doerr, John E.
Publisher: Hoboken, N.J. : John Wiley & Sons, c2009Description: xx, 332 p. : ill. ; 24 cm.ISBN: 9780470438992; 0470438991.Subject(s): Service industries -- Marketing | Branding (Marketing) | MarketingDDC classification: 658.8| Item type | Current location | Call number | Copy number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
| Book | SKOLKOVO Library Shelves | HD9980.5 .S38 (Browse shelf) | 1 | Available | 2000001275 |
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.
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