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001			2009007398
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008			090309s2009 njua b 001 0 eng
010			_a 2009007398
015			_aGBA951637 _2bnb
016	7		_a015265635 _2Uk
020			_a9780470438992
020			_a0470438991
040			_aDLC _cDLC _dBTCTA _dYDXCP _dC#P _dUKM _dBWX _dCDX _dDLC
050	0	4	_aHD9980.5 _b.S38 2009
082	0	0	_a658.8 _222
100	1		_aSchultz, Mike, _d1974-
245	1	0	_aProfessional services marketing : _bhow the best firms build premier brands, thriving lead generation engines, and cultures of business development success / _cMike Schultz, John E. Doerr.
260			_aHoboken, N.J. : _bJohn Wiley & Sons, _cc2009.
300			_axx, 332 p. : _bill. ; _c24 cm.
504			_aIncludes bibliographical references and index.
505	0		_aWhat 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.
650		0	_aService industries _xMarketing.
650		0	_aBranding (Marketing)
650		0	_aMarketing.
700	1		_aDoerr, John E.
952			_w2010-07-16 _p2000001275 _v18.06 _r2012-02-01 _40 _eCoutts _00 _bSKOLKOVO _10 _oHD9980.5 .S38 _d2010-07-16 _t1 _70 _cSHE _g18.06 _yBK _aSKOLKOVO
999			_c1495 _d1495