Marketing Professional Services - Revised

Customer Reviews

The book starts out by defining marketing and quoting Peter Drucker 'The aim of marketing is to make selling superfluous'. Every professional loves to hear that as we all hate selling. The Seven Ps of Marketing are then explained - Product, Price, Place, Promotion, Physical Evidence, Processes, and People. The fundamental way services differ from products is then outlined - intangibility, inseparability, variability, and perishability along with satisfaction criteria being different and the effect of customer participation.

Ten distinctive problems in marketing professional services are also described - third party accountability, client uncertainty, experience, limited differentiability, quality control, doers as sellers, time allocated to marketing, pressure to react, conflicting views about advertising, and a limited marketing knowledge base.

The rest of the book builds on this foundation. This is one of the most useful and readable books I have encountered on the subject of marketing. It has the perfect combination of theory, practice, and actionable steps that you can find in any book specializing on marketing professional services.

So if you are one of the targeted audiences don't hesitate and just get the book. You will not regret it and at the very least, it will give you a deep understanding of where you can improve in your business. You may feel the book is a bit pricey but the value makes it worthwhile. Good luck!

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