Marketing Professional Services A Handbook

Legislative changes have enabled professional service firms (accountants, architects, solicitors, consultants, designers, engineers, doctors, dentists, business services ranging from market research, public relations, insurance brokers to pension consultants) to take an active role in attracting business and competitive pressures are now very different than in the past. The firm which is able to market itself effectively will have a competitive edge on others.;This handbook assists in the development of these necessary skills. It aims to de-mystify this process and supply clear guidelines for improving the chances of success. It illustrates how a marketing orientation and an appropriate deployment of the techniques can positively sustain and improve business results.;In addition, it outlines the overall process and reviews the separate but linked techniques, to show what they can do and how they can be used effectively. It also shows how the whole process can be organized and managed and provides proven examples, practical action points and useful checklists as well as proven strategies, tried and tested methods, with full case studies.