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Schultz, Mike, 1974-

Professional services marketing : how the best firms build premier brands, thriving lead generation engines, and cultures of business development success / Mike Schultz, John E. Doerr. - Hoboken, N.J. : John Wiley & Sons, c2009. - xx, 332 p. : ill. ; 24 cm.

Includes bibliographical references and index.

What marketing can do for a firm -- Marketing planning -- Keys to building a terrible marketing strategy -- The seven levers of lead generation and marketing planning -- How to think about fees and pricing -- Don't worry about your competition (let them worry about you) -- The "get it done" culture -- Brand : what it is, why bother -- Three elements of well-crafted brand messaging -- Uncovering your key brand attributes -- Your firm, your brand -- RAMP up your brand -- On being unique and other bad marketing advice -- Building brand and marketing messages -- On becoming a thought leader -- Marketing communications and lead generation tactics -- Introduction to lead generation -- Value and offers in lead generation -- The case for sustained lead generation and relationship nurturing -- Targeting -- RAIN selling -- Networking, relationships, trust, and value -- Selling with hustle, passion, and intensity.

ISBN: 9780470438992 0470438991

LCCN: 2009007398

Nat. Bib. No.: GBA951637 bnb

Nat. Bib. Agency Control No.: 015265635 Uk

Subjects--Topical Terms:
Service industries--Marketing.
Branding (Marketing)
Marketing.

LC Class. No.: HD9980.5 / .S38 2009

Dewey Class. No.: 658.8