[.ca] Marketplace Masters: How Professional Service Firms ... (ISBN 0275981193)

Leapfrog Ahead of Competitors:
"Hard hitting and compelling reading, it offers a brutally accurate assessment of the Professional Services Industry, as well as a cure." Tom Markert , Global Chief Marketing Officer , ACNielsen "Any professional services firm that makes the corporate commitment to embrace the practical concepts detailed in this book will leapfrog ahead of its competition by better understanding its markets and clients. The factual research and case studies eliminate the excuses for avoiding that commitment." George Friedel, Senior Vice President, Director of Strategic Sales, Parsons Brinckerhoff

Addresses the Achilles Heel of professional service firms:
This thorough and well-researched book addresses the Achilles Heel of most professional service firms: how to successfully market themselves. It dispels the myth that rigorous, systematic marketing disciplines cannot be appropriately and effectively applied to professional service firms. The eleven competencies are well-detailed, researched, and supported with credible data. The case studies should provide almost any PSF with a peer company to whom they can relate. This book will help you focus on real solutions to the unique challenges of marketing professional service firms.

A MUST READ for ALL professional service firm managers:
Finally, a marketing book written about a subject (competition) that has been brushed aside by professional service firms for way too long. Lowe's call for firms to adopt a market-driven infrastructure is right on. "Infrastructure" is a mouthful, but this concept is exactly what our company needs. Lowe's book is refreshingly different in its specificity (tells us exactly how we can compete more effectively) and its practicality.