{"product_id":"professional-services-marketing-by-william-winston-9781560242406","title":"Professional Services Marketing","description":"\u003cdiv class=\"book-description\"\u003e\n\u003cp\u003eThe days of professionals simply hanging a shingle and waiting for clients to beat a path to the door are long gone. The marketplace is crowded with new service professionals of all types—from CPAs and attorneys to health care providers and competing service organizations. Professionals must realise that their services, no matter how good they are, simply will not sell themselves. Services marketing is the key to the game, and here is the most concise, easy-to-understand, jam-packed source of services marketing.\u003c\/p\u003e\n\n\u003cp\u003e\u003cem\u003eProfessional Services Marketing\u003c\/em\u003e provides a very readable and simple introduction to the marketing process for the professional service environment. It gives professionals an inexpensive way to successfully develop a strong client base and grow in a competitive marketplace. Using a step-by-step approach, this new book provides both strategic and tactical guidance for both the new and seasoned marketing careerist.\u003c\/p\u003e\n\n\u003cp\u003eDistinguished expert and international authority Fred Crane offers a realistic overview of the marketing process and discusses the characteristics and difficulties involved in marketing and managing professional services. He provides solutions to those challenges starting with a marketing plan, moving through client management, and the marketing audit.\u003c\/p\u003e\n\n\u003cp\u003e\u003cem\u003eProfessional Services Marketing\u003c\/em\u003e discusses management principles and examines implications for site analysis, physical analysis, and facility design. It explores the true meaning of communication in the professional service arena and what this means for the bottom line. A plus for professionals new to the marketing field, this practical book gives examples of professional services marketing ideas that have been put into practice successfully.\u003c\/p\u003e\n\n\u003cp\u003e\u003cem\u003eProfessional Services Marketing\u003c\/em\u003e can be read in a single afternoon yet retains an encyclopaedic breadth of vision and covers every major issue in the field. Specialists have already praised the work as essential and unique in the literature. It deserves consideration not only as a guide for established professionals but also as a basic text for future professionals as they prepare for their fields.\u003c\/p\u003e\n\n\u003cp\u003eTruly a practical guidebook for any professional, \u003cem\u003eProfessional Services Marketing\u003c\/em\u003e shows you:\u003c\/p\u003e\n\n\u003cul\u003e\n  \u003cli\u003ea \"cookbook\" approach to designing a marketing plan that is easily followed\u003c\/li\u003e\n  \u003cli\u003ehow to take advantage of impression management and what it really means\u003c\/li\u003e\n  \u003cli\u003ewhen to apply professional services marketing ideas that can be put to work almost immediately\u003c\/li\u003e\n  \u003cli\u003ewhen to undertake internal marketing\u003c\/li\u003e\n  \u003cli\u003ewhere to apply relationship marketing\u003c\/li\u003e\n  \u003cli\u003ehow to apply synchromarketing\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003cp\u003eAll professionals, from architects to veterinarians, will find valuable tips on marketing in this new book. Members in professional associations involved in training and professional development will also find helpful strategies for expanding their marketing capabilities, as will those teaching services and professional services courses in colleges and universities.\u003c\/p\u003e\n\u003c\/div\u003e","brand":"Unknown","offers":[{"title":"Default Title","offer_id":47607462035692,"sku":"9781560242406","price":376.0,"currency_code":"NZD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0705\/7784\/8556\/files\/af8271c3a2fbabe31fec92648868ff74.jpg?v=1778189542","url":"https:\/\/bookhero.co.nz\/products\/professional-services-marketing-by-william-winston-9781560242406","provider":"Book Hero","version":"1.0","type":"link"}