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Marketing the Professional Services Firm
Book

Marketing the Professional Services Firm

Applying the Principles and the Science of Marketing to the Professions

Laurie Young
Wiley, 2005

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Editorial Rating

7

Qualities

  • Applicable

Recommendation

As professional services firms become more prevalent, their industry is also becoming more competitive. Professional services firms must understand how to tell the marketplace about their special qualifications and accomplishments. Author Laurie Young’s textbook includes the information marketers need to do this, but because it is, in fact, a textbook, readers will have to sift through both theory and details to find practical suggestions. Young backs up his sound conceptual ideas with numerous case studies of major companies. getAbstract recommends this book to students and to practitioners looking for a comprehensive understanding of marketing practices in the evolving professional services industry.

Take-Aways

  • The professional services industry is worth $700 billion worldwide.
  • In 2005, the U.S. legal industry netted approximately $156 billion.
  • Ownership structures determine the profile of services firms.

About the Author

Laurie Young is a specialist in marketing services and in customer care. His career includes senior positions with PricewaterhouseCoopers, BT and Unisys. In the 1990s, he founded, built and sold his own professional service firm. He is the co-author of Competitive Customer Care and the author of Making Profits from New Service Development.

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