By Robert C Sawhney
"Anyone who has had to organize or implement strategic planning initiatives within a professional services firm will have been looking long and hard for a book such as this, not only as a suitable roadmap for what they need to undertake, but also as a concise reference book which will explain to their recalcitrant partners why the entire firm, and not just a few Rainmakers and marketing professionals, have to be involved in the process and the end product." - Peter Aherne, former partner - Deacons, Hong Kong
"A comprehensive, well written, and accurate presentation of law firm marketing" - Bruce W. Marcus, Consultant and Editor, The Marcus Letter
"This book is a 'must read' for Marketers as well as Executives in Professional Service Firms in Asia and beyond" - Geoff Trotter, Chief Knowledge Officer, Ernst & Young Far East Area
"I believe that this is one of the most indigenous works so far on marketing in Asia. I highly recommend this book as I believe it is definitely an eye-opener" - Professor Oliver Yau, Chair Professor of Marketing, City University of Hong Kong
Marketing is crucial to the success of any firm, and this has been demonstrated time and time again through research in a wide variety of industries, including professional service firms (PSF). Unfortunately, what has been written for the PSF is either western based or fails to account for the unique nature of such firms.
This book is different. It addresses strategic marketing issues directly from the perspective of the Asian PSF by drawing on research and methodologies that are rooted in the context of the Asian professional service provider. There are numerous cases and insights taken from the Asian market which will provide the reader with relevant, actionable advice. Additionally, a number of models have been developed whereby practitioners can take these concepts and apply them within their own firm. Whilst marketing has come along way in terms of acceptance and application in the western PSF, there is a long way to go in Asia in terms of practicing professionals understanding and acceptance of marketing.
Marketing is not about advertising and promotion. It is a lens with which to view your firm and understand that servicing and satisfying clients is what any firm is supposed to be doing. Professionals must change their traditional insular view of practice and realize that in today's competitive business environment, creating a firm which is client focused and differentiated is the only way to ensure superior performance. Marketing, as it is meant to be, provides you with the mind set and methodology to be client driven and innovative.
Covering a wide range of issues such as marketing culture, strategy, branding, and pricing, this book is for practicing professionals and PSF marketers, those at the top of the firm who have ultimate responsibility for the strategic direction and performance of the firm. There are also chapters written specifically for the small PSF which take into account the unique nature of small firm management.
Part I - Understanding the Professional Service Firm and Marketing
- What Makes the Asian Professional Service Frim Unique?
- Marketing and its Role in the Professional Service Firm?
- Creating a Marketing Culture
Part II - Strategy: Understanding the Market and Client Value
4. Service Quality and Client Satisfaction
5. How Individuals and Organisations PUrchase Professional Services
6. Joint Ventures and Alliances in the PSF
7. New Service Innovation and Success
Part III - Strategic Management & Marketing for Professional Services
8. Strategy & Strategic Planning - What Is It and Do I Need It?
9. Strategy and Marketing Effectiveness for the Small Size Professional Service Firm
10. Managing Growth and Globalisation
11. Segmentation, Targeting, Differentiation and Positioning: How to Stand Out in the Marketplace
Part IV - Putting It Into Action
12. Pricing in Professional Services: The Death of Billable Hours
13. Branding: Does it Have a Place in the PSF?
14. Advertising Professional Services
15. Managing Client Relationships