Client at the Core
Marketing and Managing Today's Professional Services Firm
(Sprache: Englisch)
This book addresses the process and dynamics of making a firm into a primary marketing force by redefining a firm's market, its ability to serve those markets, and how to project to markets the firm's ability to serve its target markets. It shows...
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This book addresses the process and dynamics of making a firm into a primary marketing force by redefining a firm's market, its ability to serve those markets, and how to project to markets the firm's ability to serve its target markets. It shows professional services firms how to not only see themselves in the perspective of the past and present, but provides them with a blueprint on how to create a marketing structure, process, and culture for the future.
Klappentext zu „Client at the Core “
"August Aquila and Bruce Marcus reward readers of Client at the Core with an imaginative map for the perilous journey through the twists and turns of marketing and managing today's professional services firm. It is creative and thorough."-Gerry Riskin, Partner, Edge International
"The authors have captured the changing role of professional services marketing and firm management. There is valuable insight [in this] down-to-earth guide to competing successfully in the new environment."
-David Maister, author and consultant
"The book is a masterpiece! Aquila and Marcus have produced the essential guide for managing a professional services firm. They've marshaled their considerable real-life experiences and far-reaching vision into a veritable operating manual for the successful firm."
-Rick Telberg, Editor at Large, American Institute of Certified Public Accountants
"At its heart, this book is the running shoe for legal and accounting professionals who want to put the client first. Following the evolution of the industry over the past twenty-five years, this must-have for every professional services firm is the key to leading in the turbulent and highly competitive waters ahead."
-Richard S. Levick, Esq., President, Levick Strategic Communications, LLC
coauthor, Stop the Presses: The Litigation PR Desk Reference
"Client selection and retention is one of the critical success factors for a professional services firm, and Aquila and Marcus do a masterful job at educating us on the necessary ingredients of each. The chapters on firm governance and paying for performance are thought provoking and certainly challenging to the conventional wisdom. If you want a better understanding of marketing and leading a professional firm in these turbulent times, this book is essential."
-Ronald J. Baker, author, Professional's Guide to Value Pricing and The Firm of the Future
"Client at the Core is a commonsense approach to keeping your professional services firm relevant in
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the twenty-first century's client-driven economy. Aquila and Marcus have hit a home run with their insightful analysis and poignant prose."
-Jeffrey S. Pawlow, Managing Shareholder, The Growth Partnership, Inc.
-Jeffrey S. Pawlow, Managing Shareholder, The Growth Partnership, Inc.
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Inhaltsverzeichnis zu „Client at the Core “
ForewordPreface
Acknowledgments
PART I: Professions and Professionals in Turmoil
1. If Something Can Change, It Will
Strategic Factors in a New Environment
PART II: Clients--Who They Are and How to Find Them
2. What a Client Really Wants
Listening to the Client for Fun and Profit
3. Are We a Client-centric Firm Yet?
Organizing to Meet Client Needs
4. Now, Here's My Plan . .
Defining the Right Client for You
PART III: Making Your Vision a Reality
5. I Can See Your Future from Here
Vision? A Working Tool?
6. Seizing Those Opportunities
Making the Vision a Reality
7. Making Marketing a Nice Word
Building a Client-centric Marketing Culture
8. It's the End Game that Counts
Contact--Turning the Prospect into a Client
PART IV: Marketing Tools and How to Use Them
9. Hang High the Rafters, Carpenter
The Tools of Marketing that Build the Marketing Program
PART V: Managing the Client-centric Firm
10. Turning Recipes into Cakes
Managing for Results
11. Who's at the Helm and Who's on the Bridge
Firm Governace and Structure
12. Holding a Handful of Mercury
Managing the Knowledge Worker for the One-Firm Firm
13. For Love or Money--or Both
Paying for Performance
14. Didn't We Tell You What We're Doing?
Internal Communications--Let Me Count the Ways
PART VI: Economics in the Client-centric Firm
15. A Farthing for Your Goat
Pricing in a Client-centric Firm
16. What Did I Get for My Money?
Measuring the Marketing ROI
17. Cash Is King
What's the Lifetime Value of Your Clients and the Financial Health of Your Firm?
PART VII: What Will We Do Tomorrow?
18. The Future for Professional Services
Are We There Yet?
Appendix A: The Balanced Scorecard
The Balanced Scorecard--Financial Measures
The Balanced Scorecard--Client Measures
The Balanced Scorecard--Internal Business Process Measures
The Balanced Scorecard--Marketing Measures
The Balanced Scorecard--Employee Growth and
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the Learning Measures
Appendix B: Managing the Knowledge Worker
Take the Pulse of Your Staff
Compensation
Career Advancement Opportunities
Firm Culture
Appendix C: Pricing in a Client-centric Firm
Analyzing Price Sensitivity
Appendix D: Accounting and Law Firm Benchmarks
Accounting Firm Benchmarks
Bibliography and References
Index
Appendix B: Managing the Knowledge Worker
Take the Pulse of Your Staff
Compensation
Career Advancement Opportunities
Firm Culture
Appendix C: Pricing in a Client-centric Firm
Analyzing Price Sensitivity
Appendix D: Accounting and Law Firm Benchmarks
Accounting Firm Benchmarks
Bibliography and References
Index
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Autoren-Porträt von August Aquila, Bruce W. Marcus
AUGUST J. AQUILA is one of the country's leading consultants in the areas of mergers and acquisitions, succession planning, and management issues for professional services firms. He was an early pioneer and leading force in the accounting profession's consolidation movement. In 2003, he was inducted into the Accounting Marketing Association's Hall of Fame.BRUCE W. MARCUS is a widely published author and consultant to some of the nation's largest corporations and professional services firms. The author of hundreds of articles and more than a dozen books on marketing and marketing-related subjects, he is the editor of the Marcus Letter on Professional Services Marketing, read internationally by more than 22,000 lawyers, accountants, consultants, and professional marketers.
Bibliographische Angaben
- Autoren: August Aquila , Bruce W. Marcus
- 2004, 1. Auflage, 304 Seiten, Maße: 23,7 cm, Gebunden, Englisch
- Verlag: Wiley & Sons
- ISBN-10: 0471453137
- ISBN-13: 9780471453130
Sprache:
Englisch
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