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Professional Services Marketing Handbook: How to Build Relationships, Grow Your Firm and Become a Client Champion

Edited by: Nigel Clark, Charles Nixon

ISBN13: 9780749473464
Published: April 2015
Publisher: Kogan Page Ltd
Country of Publication: UK
Format: Paperback
Price: £32.99



This is a Print On Demand Title.
The publisher will print a copy to fulfill your order. Books can take between 1 to 3 weeks. Looseleaf titles between 1 to 2 weeks.

The market for professional services and consulting firms is changing, driven by evolving and more demanding client requirements. Legal, accountancy and other professional services firms are now looking for a new breed of leaders with the insight to help deliver those requirements.

Professional Services Marketing Handbook, published in association with the Professional Services Marketing Group, is for marketing and business development professionals, sales specialists, and a firm's technical practitioners who want to play a fuller role in their firm's obsession with client relationship development to increase their impact and influence.

Featuring international case studies and best practice from industry leaders and experts such as Allen & Overy, Baker & McKenzie, PwC, Kreston Reeves and White & Case, Professional Services Marketing Handbook explains how to become a complete client champion - the voice of the client - to both shape and deliver a firm's client solution and experience. It helps marketers develop a growth strategy for their firm, understand and connect with clients more deeply and develop and manage client relationships to build successful brands.

Subjects:
Legal Practice Management
Contents:
Chapter - 00: Introduction: leadership themes in professional services marketing
Section - ONE: Growth
Chapter - 01: Growth and globalization - Richard Grove
Chapter - 02: Implementing a growth strategy - Daniel Smith and Claire Essex
Chapter - 03: Developing international networks - Clive Stevens
Section - TWO: Understanding
Chapter - 04: Listening, understanding and responding to clients - Louise Field and Tim Nightingale
Chapter - 05: Closing the commerciality gap - Ben Kent
Chapter - 06: What legal clients want - Lisa Hart Shepherd
Section - THREE: Connecting
Chapter - 07: From communities to cohorts - Nick Masters
Chapter - 08: Thought leadership: transforming insights into opportunities - Alastair Beddow
Chapter - 09: Conversation is king: connecting thought leadership and sales - Dale Bryce
Section - FOUR: Relationships
Chapter - 10: The importance of client relationship management - Gillian Sutherland
Chapter - 11: Developing internal and external relationships - Susan D'aish
Chapter - 12: The primacy of relationships: how and why clients choose - Dan O'Day
Section - FIVE: Managing
Chapter - 13: It's all about value: managing marketing and business development - Matthew Fuller
Chapter - 14: Managing transformational change - Amy Kingdon and Eleanor Campion
Chapter - 15: Understanding and exceeding partner expectations - Jessica Scholz
Chapter - 16: The role of marketing KPIs in professional services firms - Giles Pugh
Chapter - 17: The future for professional services marketing: becoming a client champion