An excellent primer in the art and science of Professional Service Marketing has just arrived on my desk. Edited by Nigel Clark and Charles Nixon, it is really nicely produced with loads of break-out boxes with real world case studies & pithy quotes.
"A relationship, I think, is like a shark. You know? It has to move forward constantly or it dies. And I think what we have here is a dead shark." - Woody Allen was always strong on Professional Services Marketing.
There are quality contributions throughout from the leading lights in the field:
Richard Grove, Allen & Overy LLP
Daniel Smith & Claire Essex, Baker & McKenzie
Clive Stevens, Kreston Reeves
Louise Field, Bird & Bird LLP
Tim Nightingale, Nisus Consulting
Ben Kent & Alastair Beddow, Meridian West
Lisa Hart Shepherd, Acritas
Nick Masters, PwC
Dale Bryce, Asia-Pacific Professional Services Marketing Association
Gillian Sutherland, AECOM
Susan D'aish, MacRoberts LLP
Dan O'Day, Thomson Reuters Elite
Matthew Fuller, White & Case LLP
Amy Kingdon & Eleanor Campion, Atkins
Jessica Scholz, Freshfields Bruckhaus Deringer
Giles Pugh, SutherlandsPugh
The market for professional services and consulting firms is changing, driven by evolving and more demanding client requirements. Legal, accountancy and other professional services firms are now looking for a new breed of leaders with the insight to help deliver those requirements... Professional Services Marketing Handbook explains how to become a complete client champion - the voice of the client - to both shape and deliver a firm's client solution and experience. It helps marketers develop a growth strategy for their firm, understand and connect with clients more deeply and develop and manage client relationships to build successful brands.