Professional services marketing how the best firms build premier brands, thriving lead generation engines, and cultures of business development success

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...

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Bibliographische Detailangaben
1. Verfasser:	Schultz, Mike (VerfasserIn)
Weitere Verfasser:	Doerr, John E. (VerfasserIn)
Format:	UnknownFormat
Sprache:	eng
Veröffentlicht:	Hoboken, NJ John Wiley & Sons 2009
Schlagworte:	Unternehmensdienstleistung > Dienstleistungsmarketing > B-to-B-Marketing > Service industries > Marketing > Branding (Marketing) > Dienstleistung > Markenbekanntheit
Online Zugang:	Cover Inhaltsverzeichnis
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Beschreibung
Zusammenfassung:	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. 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.
Beschreibung:	Includes bibliographical references and index
Beschreibung:	XX, 332 S. graph. Darst.
ISBN:	9780470438992 978-0-470-43899-2