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Marketing the Professional Services Firm : Applying the Principles and the Science of Marketing to the Professions is the new book by Laurie Young, author of Competitive Customer Care, Making Profits from New Service Development and Communication in a Consumer’s World.

Book Description
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.

About the Author
Laurie Young is a specialist in the marketing of services and customer care. His career includes senior positions with PricewaterhouseCoopers, BT and Unisys. Before joining PwC, where he oversaw a total marketing team of some 300 people and a budget spend of around $80 million, he founded, built and sold his professional services company specialising in services marketing. During that period he advised a number of major international blue-chip organisations on the contribution of services marketing programmes to shareholder value.

Business: The Ultimate Resource is 2208, yes, two-thousand two-hundred and eight, pages of useful information on almost every business topic imaginable. This isn’t a book to memorize or even a book to read. It’s the desk reference for every business owner, investor, manager - anyone involved in running a business. 7.9 pounds of must have business information, including cross references and sources.

Library Journal said:

…it includes an outstanding collection of 150 original essays written by business practitioners and leaders as well as academics like Philip Kotler, Mark Brown, and Laura Ries. Separate sections offering management checklists and actionlists lead readers through procedures for coaching, writing job descriptions, and starting a small business, as well as building a web site and creating product literature. Readers will be inspired by both the management library and the biography section (featuring, for instance, Adam Smith and Est‚e Lauder), while the dictionary of some 5000 international terms and the world business almanac with its 24-industry sector surveys and profiles of 150 countries are valuable reference sources in their own right. The “Business Information Sources” section lists 3000 resources organized into 100 subject areas, including web sites, books, magazines, and organizations…Any library or personal business collection will want a copy of this unique and reasonably priced reference.

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