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Record Nr. |
UNINA9910961975003321 |
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Autore |
Schultz Mike <1974-> |
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Titolo |
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, and Lee W. Frederiksen |
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Pubbl/distr/stampa |
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Hoboken, N.J., : John Wiley & Sons, Inc., 2013 |
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ISBN |
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Edizione |
[2nd ed.] |
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Descrizione fisica |
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1 online resource (370 p.) |
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Altri autori (Persone) |
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DoerrJohn E |
FrederiksenLee W |
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Disciplina |
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Soggetti |
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Service industries - Marketing |
Branding (Marketing) |
Marketing |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Nota di bibliografia |
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Includes bibliographical references and index. |
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Nota di contenuto |
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pt. I. Strategy and planning -- pt. II. Focus on branding -- pt. III. Generating and nurturing leads -- pt. IV. Making the sale. |
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Sommario/riassunto |
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A proven approach to revenue-generating marketing and client development Professional Services Marketing is a fully field-tested and research-based approach to marketing and client development for professional services firms. The book, now in its Second Edition, covers five key areas that are critical for firms that want to grow and become more profitable: creating a marketing and growth strategy; establishing a brand and reputation; implementing a marketing communications program; executing lead generation strategies; and developing business by winning new clients. You will also read real-world case studies that illustrate major points, as well as quotes and stories from well-respected professionals in the industry. The Second Edition features new research and updates throughout, including new chapters on social media and online marketing, as well as new case studies and interviews Authors Mike Schultz and John E. Doerr are the coauthors of the Wall Street Journal and Inc. Magazine bestseller Rainmaking |
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